Know the Past, Present, and Future of Your MarketingThe best marketing campaigns involve knowing three key things Kaye Marks
October 31, 2008
The best marketing campaigns involve knowing three key things: what’s
been done before, what needs to be done right away, and what you’re
going to do next.
I’ll break this down in order to best describe exactly what I’m talking about.
Knowing what’s been done:
The
first element of marketing has to do with research. You need to know
what people want in both the advertising and the message the
advertising sends. How can you effectively get your commercial printing
done if you don’t know the best thing to print?
This might deal
with looking at what you’re company has had success with in the past,
or it might deal with looking at other businesses in your industry to
see what they’re doing well in. If brochures work well for your
customer base, then be sure you’re aware of it and start breaking out
those brochures.
Never start on anything until you know what has already worked.
What needs to be done right away:
Upcoming
sales or spur of the moment discounts need to be taken care of
immediately with little room for planning. A lot of marketing deals
with the moment and things happening right away. You won’t always have
the luxury of planning a lot when a surprise comes around the corner.
That’s why you should be quick on your feet and ready to shift your
plans at a moments notice.
If you set up a good system for your
marketing you’ll be able to shift gears smoothly without causing much
trouble, and be sure you’ll always stay on top of any unexpected
aspects of your marketing.
Knowing what’s coming next:
Following
the previous point, always plan whenever possible. You might need to be
prepared for when lightening strikes, but also plan for the things you
know are going to happen. Most companies have advertising pushes around
the holidays, and those holidays aren’t exactly changing from year to
year, so make sure you stay on top of things by planning out whatever
you can in advance.
That way you can get the biggest orders of
commercial printing done at once as possible, saving you printing
costs. You also free yourself up for when the surprises do happen,
because everything else is already taken care of.
Even if you
can’t get all of the actual printing done really early, you can still
start planning out the designs and other key aspects of the marketing
push. Know what the specials will be, or what images you’re going to
want with your marketing. There are all sorts of different things you
can take care of well in advance.
If you’re sure to follow these three things, you can be sure that you’re marketing will be as smooth and effective as possible.
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