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Your Marketing Mix
Choices, choices, choices. Which bundle of marketing techniques is
right for your business? Here is a list of some of them. The highlighted items are promotional
categories (such as 'advertising'). Inevitably, some of the items
could be listed in more than one category.
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Corporate Identity |
Locations |
| Corporate Culture |
Signage |
| Branding |
Off-site displays |
| Logo |
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| Key Messages |
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| Corporate Colours |
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| Uniforms |
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Advertising |
Direct Response
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| Radio Advertising |
Marketing Database |
| Magazine ads |
List rental |
| Newspaper ads |
List building |
| Classified ads |
Direct Mail |
| TV ads |
Postcards |
| Couponing |
Faxshots |
| Inserts |
Reply Paid Service |
| Billboards |
Freephone Number |
| Posters |
Cassette Tapes |
| Signage |
CD Roms |
| Testimonials |
Call Centre |
| Endorsements |
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| Product Placement |
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| Sponsorship |
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| Yellow Pages |
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| Directories |
|
|
Vehicles |
Promotional Gifts
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| Livery |
e.g. pens |
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Public Relations |
Word of Mouth
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| Corporate Hospitality |
Referral Systems |
| Charity Support |
Networking |
| Issue Marketing |
|
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Press Relations |
High Tech Marketing |
| Press Releases |
Websites |
| Spokespersons |
Micro-sites |
| Interviews |
Search Engines |
| Articles |
Internet Advertising |
| Case Studies |
Email Marketing |
| Photo stories |
Email newsletters |
| |
(e-zines) |
| |
CD Business Cards |
|
Affiliate Programmes |
Sponsorship
|
| Share the wealth! |
Sports |
| |
Websites Etc |
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Corporate Literature |
Distribution |
| Stationery |
Distribution Channels |
| Business Cards |
Partner Marketing |
| Compliment Slips |
Merchandising |
| Brochures |
Exporting |
| Catalogues |
Franchising |
| Leaflets |
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| Stickers |
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| Folders |
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| Newsletters |
|
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Product / Service |
Customer |
| USP |
Training |
| Value Proposition |
Loyalty Schemes |
| Guarantees |
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| Packaging |
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| Variations |
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| NPD |
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| Launches |
|
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Telemarketing |
Customer Care |
| Telephone Surveys |
Staff Training |
| Telesales |
Customer Surveys |
| Appointments |
Complaint Handling |
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Sales Promotion |
Selling |
| Special Offers |
Sales Training |
| Competitions |
Cold Calling |
| Point of Sale |
Demonstrations |
| Free Samples |
Presentations |
| Incentives |
Sight Sellers |
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Major Accounts |
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Cross Selling |
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Up Selling |
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Pricing |
Events |
| Discounting |
Exhibitions |
| Payment Options |
Seminars |
| Barter |
Conferences |
| Trade-ins |
Open Days |
| |
Public Speaking |
Rule One: You Must Create Awareness
If no one has heard of you, then they won't beat a path to your
door, will they? Should they inadvertently stumble across
your threshold, if you don't market, then they won't know who you are,
will they? On this basis, there won't be an immediate basis for trust.
Therefore, you've got to promote awareness of your business within
your target markets. Typically this is done by advertising. The
problem with traditional advertising is of course the cost. However -
if you read my advertising articles, you might be in for some
pleasant surprises!
As you can see in the listings - there are plenty of other options,
besides advertising.
Rule Two: When They Are in the Market, Make Sure That They Come to
You
This is where 'Direct Response' marketing comes in. Examples being
direct mail and telemarketing. Not surprisingly, 'awareness' and
'direct response' marketing overlap all the time. For example, only a
small percentage of people will respond to the typical mailshot.
However, all of the people who opened your envelope - or seen your
postcard - have at least been
exposed to your brand.
Do try using different marketing techniques. However - don't try
using all of them! It is better to do a few things brilliantly, than
scatter your bread too thinly on the water
Written by Nigel Temple, the UK based marketing consultant, trainer,
speaker and author. Visit: www.nigeltemple.com
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