Relentless Marketing… Do You?
Here are two diametrically opposed viewpoints that need to be balanced.
Market or die! If you don’t take the time to market now, you will have plenty of time later.
DVRs were invented so that we could ignore marketers and commercials.
I’m sitting here watching a little TV and it seems that the networks use a lot of valuable advertising time… time that could generate revenue… to promote new shows. Do the shows pay for the time? No. But, if the show is popular, there will be viewers. If there are viewers, the networks get to sell the advertising time for more money. So, the networks take some of their most valuable inventory and dedicate it to marketing themselves.
Many small business owners, and it seems ESPECIALLY those in the real estate sphere, relegate marketing and advertising to the back burner. There isn’t time to market when there is actual “revenue generating business” to take care of. But, after ignoring the marketing and advertising aspects of their business, they found that the “revenue generating business” had slacked off.
I used to work for a photographer that reserved some of his most valuable time to talk with potential new clients… even if it meant turning down existing work. Of course, we maintained a pretty tough schedule when things got busy, but the marketing was constant. Even when we were shooting 14 hours days, from before sunrise until after sunset, we would come back to the studio and prep mailings and package stock photos for agencies.
There were a few other photographers I worked for. They were happy when they were busy, and marketing like mad when they weren’t. Business was up and down…
But Be Cool About It…
Football is ok, but I can go an entire season without watching a single game… and I’m cool with that. But I record the Super Bowl. I don’t really watch the game. I watch the commercials. But the rest of the year, I avoid commercials like the plague. I have an Ad-Blocker on my internet browser so that I don’t see a lot of ads as I surf. For the TV that we watch in the household, most of it cycles through the DVR so that we can skip the commercials. When I am watching my FaceBook stream, I tend to ignore the people that just post up self-promotion.
So, how can marketing and advertising be effective if we all just ignore it? And should we really contribute more to the noise?
It is a tough question and a difficult balance to maintain. We HAVE to market, but if we do it too much, it has the opposite effect, we get tuned out by the very people we are trying to reach.
Mean it when you market.
Don’t overdo it.
Make it cool.
Keep it relevant.
- Marketing Techniques for Small Businesses That Work (digitalbrandmarketing.com)
- Common Marketing Mistakes (logicpath.com)
- 6 Small Business Lessons from Instagram (talkingsmallbiz.com)
- Your Place in the Marketing Mix (outspokenmedia.com)
- The future of marketing and advertising (slideshare.net)