Janna's Blog Article

Jan 15, 2013

Why does marketing fail?


Category:Business Business Management Leadership Management Marketing Profitability 
Posted by: admin

One opportunity I have is to work with the local Colorado Springs Chamber of Commerce on their Chamber University.  These monthly workshops are provided to the local business community as a tool to help them in their business.

During the last 2 years of assisting with the planning of Chamber U it amazes me that the only topic people want month after month is marketing.  If the title of the topic includes marketing people attend, if it doesn’t then they don’t attend.  So what is the mystic about marketing?  Why is there such a “demand” for marketing information and education, yet what most business lack is systems and sales processes?

You  can have the best marketing plan on the planet, yet if the team can’t close the sale, why bother.  If there aren’t systems in place to follow up with the leads that marketing generates then it is a waste of money.  If the target market for the business is not identified, then throwing $100 bills off the highest building might generate better results.  Marketing is math nothing more nothing less.  If the calculations don’t add up then the results become questionable.  Here are a couple of tips for your marketing math:

  1. Target – Who is your target and don’t have the words anybody, everybody, anyone etc.  A target is just that a target.   What is the geography, age, likes, dislikes, economic boundaries etc.
  2. Copy – What do you say to them when you advertise?  You have less than 3 seconds to grab your attention – how will you do that.  Hint – Only you Mom cares about your logo so make it small and at the bottom of the page – stop wasting space on your logo.
  3. Planning – Create a simple marketing plan, lay it out for weekly activities, get specific.  Test and measure results.  Too often the marketing plan lacks the action of planning.  What are the short, medium and long term anticipated results?  What will you do today that will bring in business tomorrow, next quarter and a year from now?  Get the details on paper, be consistent, be ready to throw out what doesn’t work and make it happen.

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Janna Hoiberg
Telephone : 719-358-6936

620 N. Tejon Street, Suite 202,
Colorado Springs, CO 80903
or
48 Avon Shores,
Moultonborough, NH 03254

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