“Adrienne gave me wonderfully fresh ideas for marketing my business at a big conference last Fall. They worked! I got two big clients from it!”

Janell Osborn White Space Graphics,LLC

  
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Marketing Magician

Helping executives and business owners sell more in less time by revealing tips and suggestions on how to make the most of your marketing dollars.

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The Issue with Marketing

by in Business Marketing
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1969

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All around me, people are proving that they haven’t a clue what marketing is.  This comes out when they tell me, “I have no money to market.”  Actually, they’re talking about advertising.  Advertising is a part of marketing, but marketing isn’t just advertising.

It also hits home, when I hear about people in marketing positions being laid off.  Unquestionably, marketing can appear ephemeral; and employers have difficulty measuring the results that marketing brings.  It’s even more difficult, when one doesn’t set quantifiable goals with timelines!

 

Moreover, most people don’t recognize the extent of their marketing with as simple a thing as answering the telephone or responding to an email.  Even though marketing is all around us, it’s unacknowledged for its potent ability to create either negative or positive perceptions about companies. 

A huge detriment is the attraction to marketing that is Unknown to Unknown (cold calls, cold mailings, media advertising and the sell, sell, sell aspects of website activity).  People aren’t targeting their marketing efforts.  They don’t have Marketing Plans (a client proved this morning he doesn’t even know what a Marketing Plan is).  Exacerbating the lack of targeting is the lack of continuity; people shoot themselves in their feet by focusing on one-shots (“Let’s run an ad and see what happens.”).

I learned recently about a couple who wanted to promote their Grand Opening through public relations.  When two releases didn’t show results, they stopped the PR.  That’s unfortunate, because they quit before the momentum had a chance to kick in. 

Marketing needs focus and continuity.  Neither has to be expensive.  In marketing it’s not what you spend, but how you spend it.  Those whose businesses will survive know that you have to keep your name “out there.”  And that doesn’t have to be a costly proposition, if you understand how to market effectively.

 

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.