Small Business Marketing Articles...

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

If you’ve ever questioned whether or not you should engage, buy or conduct a particular marketing activity, here are the final two questions you must ask…

(This is part two of a 2-part article, be sure and read part one to learn the first three questions you must ask.)

QUESTION #4:

Is it too much money for just this one activity?

I once had a prospect tell me that they were seriously thinking of advertising in a monthly business related magazine. The price to advertise for a full year...a cool $17,000.

I nearly fell out of my chair, because this prospect was going to focus on just this activity. I can design a logo and stationery package, a comprehensive website, a direct mail campaign and give put you through my marketing coaching bootcamp for $17,000! But I digress…

Remember that you need to hit prospects in different ways and modalities. Do not focus all your money on one activity. This is a recipe for disaster. If you have a lot of money and $17,000 will not spend a great majority of your marketing budget, okay, this may work (as long as it meets the must haves that you have learned thus far).

But…if that $17,000 will take up a big chunk or all of your budget, why in the world would it make sense, financially, to spend $17,000 on just 1 activity when you can have 4, 5, 6 or more activities and methods for the same amount?

MUST HAVE #4...You need to utilize a few activities in your marketing, not just 1. Make sure that the activity you're considering doesn't cost so much that it's the only activity you'll be able to afford.

QUESTION #5:

Will your prospects actually use this activity to find your services?

My favorite story of how a small business owner was focused on the wrong activity is this: About a year ago I was speaking to a group of small business owners about marketing and one young lady who was opening a nail salon raised her hand.

She asked, "What should I put in my Yellow Page ad?"

"Yellow pages?" I asked, "Are you sure that the Yellow Pages is the right activity for you to use to reach your prospects?"

"Well, yeah." She replied. The rep told me that all retail locations should advertise in the Yellow Pages. I said, "Sorry, but I have to disagree with you... In fact, let's take a little poll. Ladies in the audience, who go to nail salons, would you look in the Yellow Pages to find a nail salon?"

"NO WAY!" Was the booming answer.

The moral and MUST HAVE #5...Make sure that your prospects will actually use this activity to seek your services.

Sure that new coupon book may look great and be the "next big thing" in marketing, that Yellow Page rep may be a great sales person, but if your prospects would never look through a coupon book to find a service like yours, or find you in the Yellow Pages, why would you waste the money with that activity?

I recommend that you print out these 5 questions. Keep them handy.

The next time you're unsure whether or not to invest in a marketing activity, you'll have a few questions to ask yourself and potentially save you a lot of money.

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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