Small Business Marketing Articles...

Marketing Your Small Business – How To Answer The Question “Should I Do This Marketing Activity?” Part 1 of 2

I got a call this past week from a client of mine asking my advice. She wanted to know whether or not she should advertise in a particular magazine. She didn't know if it would be worth the time, effort and money and she was unsure if it would really do anything to attract prospects to her business.

Great question. I really appreciated her giving me a call and I was happy to give her my honest (and probably blunt) opinion.

I told her to forget it.

It wasn't worth the money and it would have done very little to attract clients. Bottom line, she would have been better off saving the money and putting it toward a better marketing avenue.

I bet you have had the same question or struggle or conflict haven't you?

Should I or shouldn't I advertise in that magazine? Send out that flyer? Print up a brochure? Exhibit in that trade show? And on and on and on...

Well fret no more, my small business owner friend!

In this 2 part article, I'm going to give you a handy-dandy little checklist of 5 questions to ask yourself and refer to when you're presented with a marketing opportunity that you're a little unsure as to whether you should or shouldn't spend the money to participate in.

Should you do it? Should you avoid it? Sometimes it's hard to tell, but this checklist should help point you in the right direction...

QUESTION #1:

Does this marketing activity reach your niche and target market? If so, is it focused or broad in its reach?

The right answer is 2-fold. Of course, it needs to target the group of people you want to reach, but more importantly it needs to be focused rather than broad.

For example: let's say your target market is stay at home moms in the Chicago Metro area who are expecting a new child in the next 4-6 months...Does this activity you're presented with reach not only stay at home moms, but stay at home moms in the Chicago Metro area who are currently pregnant?

If the activity just reaches the broad category of stay at home moms, it may not be focused enough to be a good use of your hard earned money. Unfocused efforts do not work.

I see this a lot with magazines for the home remodeling, architecture, interior design and construction industry. There are a ton of opportunities to advertise in these magazines. The sales person always says they reach your target market, and they very well may, but their reach is usually so big, broad and wide that they will hit your target and every other target too. Therefore, you'll be marketing to people that have no interest at all in what you offer.

MUST HAVE #1...Does the activity reach my target market in a very focused rather than big and broad way?

QUESTION #2:

What is the frequency of the activity? Meaning, how many times will your prospects see your message?

If you're thinking of advertising in a magazine, does the magazine run monthly, weekly, 6 months out of the year, 4 times a year, or what?

Myself and research agree that a prospect MUST see a message at least 9 times before they "get it" and even begin to make a decision to purchase or not.

If you advertise in that slick new magazine or in that coupon mailer and it only hits prospects 4 times over the course of a year...forget it! Unless your ad has an incredible, irresistible offer that makes the prospects buy right then and there --there is no possible way people will remember you. You'll be flushing money down the drain.

MUST HAVE #2...Does the activity hit prospects at bare minimum 9 times?

QUESTION #3:

What is the competition of the activity? Meaning, how many other small businesses -- that do what you do -- will be participating?

Is that magazine you're thinking about going to be loaded with a hundred other ads for financial planners? Are there 35 other Realtors signed-up to advertise in that "welcome to the neighborhood" postcard pack? Are you the 17th dentist to be listed in the area directory sent to the suburbs?

If there is too much competition, how in the world do you think you're going to stand out? Years of experience and customer service doesn't cut it. A bigger, flashier ad won't cut it either.

Too many competing ads or messages or offers or whatever from too many of the same types of businesses guarantees one thing...no one will stand out.

MUST HAVE #3...Competition is good, but make sure there is not too much competition (where it will be hard to stand out) in the activity you're looking to invest in.

In part 2 of this article, I’ll share with you the other mandatory questions and must haves that will ensure you don’t spend too much money and choose an activity that your target market will actually respond to.

By Jeanna Pool
©2008 CATALYST creative, inc.
All rights reserved.

ABOUT THE AUTHOR
Jeanna Pool is an author, speaker and marketing consultant. She helps small business owners attract more clients on a consistent basis. Visit Jeanna’s web site at http://www.MarketingThatWorks.com for marketing resources, tips and strategies to help you attract all the clients you want and can handle.

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