Our Guest Blogger – Pam Stellema Business Coach Extroadinaire
Shotgun Marketing – Blasting Holes in Your Bank Account
What I’m about to say will upset some business owners….get ready for it……not all advertising is good advertising! In fact, in many instances it can be a downright waste of good money.
When times are tough, and let’s face it, they are pretty tough right now, it’s vital to make your advertising dollars work harder for you than ever before. Shotgun marketing, as the name implies, relies on shooting out many pellets of advertising material trying to reach many types of buyers. This approach may be useful for a start-up business that needs to make its local market aware of its existence, but after that it’s just too scattered to effectively reach your target market and earn a worthwhile return on investment.
Instead, as a business owner, you need to understand which group of people are most likely to want to buy your products (no- it’s not everyone). Once you are clear about this, you can make better decisions about where to spend your marketing dollars.
Next time you are approached by people asking you to advertise in their magazine, newsletter, radio station, newspaper, internet listing etc, ask yourself some important questions first before you sign on the dotted line.
Question – Will my marketing message reach my desired audience (those who are most likely to buy from me), or am I wasting a lot of money advertising to people who just aren’t interested in what I am selling?
Question – Is the money I am about to spend going to be a good investment and achieve the desired outcome? How can I measure the results to be sure I am on the right track?
Question – How can I refine my marketing, spend less money and reach the people who are most likely to buy my product?
Perhaps it’s time to re-focus your approach to marketing to ensure that every dollar you spend from this point forward creates maximum impact with your target market.
Pam Stellema is a Specialist Profit Coach for owners of small business and franchisees. Her area of expertise lies in mentoring, motivating, increasing productivity and profits, achieving excellence in customer service and client retention, and recruiting and retaining key staff.
Pam can be contacted on 0431 975515, 0755 296 426 or via her website.