If you’re reading this, the chances are you own a small business or are involved with a community organization. If it’s going well, then the chances are you are managing it well and, as part of good management, you are aware of the importance of advertising and marketing. What you may not have realized is that getting the most out of your promotional work often means adopting the same kinds of approaches and strategies as you use in your business or organization on a day-to-day basis.
Successful marketing means knowing what else is out there
In business you want to know who your competitors are and what they’re doing. What’s working for them and what’s not. This also applies to your marketing, although in this case it’s worth taking a broader approach and looking at a combination of companies which are known for their marketing expertise and companies which are operating in a similar environment to yours. Modern promotional gurus may go on about the wonders of Snapchat, but when you actually look at what’s happening in the real world, you may find that companies in a similar niche to you are actually doing much better with traditional techniques such as leafleting (which can also be used to get customers onto the internet and social media sites).
Effective marketing means being prepared to commit over the long term
When we take on new customers at TPP, we work to set their expectations in a realistic manner. Generally speaking, meaningful impact takes time to develop. The influence of the digital world and in particular the concept of “going viral” has led some people to believe that unless their campaign results in a massive jump in sales straight away then there is a problem. Nothing could be further from the truth. If you want a real-life example of this, think of the “ice-bucket challenge”. At its peak everyone was doing it, from ordinary people to major celebrities and world leaders. We suspect that until we mentioned it to you, you’d probably forgotten about it. More to the point, we also suspect that you forgot about the reason it started in the first place (if you ever actually knew). Viral campaigns are like fireworks, they may be spectacular for a short while, but ultimately they fizzle into nothing. If the momentum is to be kept going, there needs to be something much more substantial to back it up. That’s why we recommend repeating leaflet drops at least once. If budget is tight, it’s better to leaflet a smaller area twice than a larger area once.
Intelligent marketing represents the business (or organization).
There are two aspects to this. One aspect is that your marketing material has to show who you are and what makes you special and different from everyone else. There is, however, a more subtle aspect to this, which is that companies will be judged by the standard of their delivery as well as the standard of their content. For example, leaflets which are delivered dry, clean and smooth convey a very different impression to ones which are delivered soggy, dirty and wrinkled, hence the Private Postman’s perfect delivery promise. The concept of delivery, however, goes much further than this. Companies, like people, are judged, at least in part, by the company they keep, which is why we are very particular about the leaflets we deliver. One of the reasons for this is so that our customers can be sure they will never see their leaflets delivered with leaflets which may damage their image. The other is that, quite simply, we only want to work with customers who appreciate our values and who want to work in partnership with us. Companies are also judged by the people who represent them, which is why we ensure that all TPP operatives are professional, polite and presentable at all times when they are working for us. They are representing both us and our customers and need to present a positive image of both.