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Never Let Your Marketing Falter

Agressive marketing

Lynne Saarte

November 05, 2008

People often have a short memory, especially when it comes to some of the businesses they shop at.

Why is this? Because people are busy. I am busy, and often my everyday life activities are going to get in the way of my ability to remember one business over another. I can only juggle so many different things in my mind at once, and so when it comes time to buy a new product or something like that, I will not always remember where it was I went to last time.

I cannot always recall which place is the best or what everyone’s name is. It’s up to a company to be sure that people are always able to keep track of them and know what it is that they do.

But the really important thing to take into consideration is that the smallest pause in your marketing can have a big impact on your sales in terms of reducing them. Because a person’s memory is going too often by so short, if you stop marketing, if you let your name slip from the marketplace, you will find your customers quickly being snapped up by other companies.

If you were keeping up a steady stream of brochure printing, you have to be sure to maintain that over a longer period of time.

What happens is that a company decides to move onto different forms of marketing in order to vary up their message, and I salute the decision to keep variety into your marketing. Here is the problem: when they move onto the next marketing a pause is created between the end of the last marketing push and the beginning of the next. This is especially true if they are using a new form of marketing because they won’t be as experience with it, and so it will take longer for them to implement.

With a little foresight this concern can be looked at and taken care of ahead of time, however. Take the earlier example of brochure printing. For argument’s sake let us say you are changing from brochures to postcards.

Rather than wait until the end of your brochure marketing push, start focusing on your postcards well before you are done. That way you can take care of the initial research and leg work of setting up your postcard approach while still maintaining a strong brochure presence. Have a nice amount of overlap between the two marketing campaigns so that you are never without a good presence in the marketplace.

This is the best way to ensure that your marketing never suffers and you are never without your name in the marketplace. The smallest lapse can have a big impact if you are not careful. Too often a company fails to realize what these kinds of marketing gaps cause, and so fail to prevent them from happening.


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