What is the best way to proceed in this new marketing environment?
When all the hoopla dies down, there still remain the basic concepts that apply and will apply, as long as there are products or services to market. THE BASICS: Image. Keep all aspects of your marketing focused on one image. Don’t use a high-tech image in one media exposure and an a warm-fuzzy image in the next. Define yourself. Customers will connect faster and feel confident in you. This is especially important in today’s fast-paced marketplace. If it doesn’t connect, it’s dropped. Media Selection. No one can afford to be everywhere. But you ‘ve got to concentrate enough to make an impact. It is hard to get completely objective input sometimes from a person trying to make a sale. “Will this ad work?” “Sure!” “It didn’t work.” “Try again.” KNOW your market. Know your customers. Know the media. Or use an objective Marketing Consultant. Customer Knowledge. Here’s what I mean: A company generated its leads from a direct mail piece. The piece was amazingly successful. So far, so good. The
