Maintaining The Marketing Status Quo
If you're trying to generate more business, don't go changing to try to please your customers.
Restraint is your ally when it comes to marketing. Resist yournatural inclination to change things. Don't jump from a printad in a magazine one month to a radio spot the next month, then todistributing fliers in the neighborhood the next. Altering themessage in your ads is another no-no. Customers need to know theycan lean on you, and if you're constantly changing yourmessage, your identity and your media, you'll be too elusivefor most people.
While there is some debate about the aesthetic value of usingbillboard advertising, a couple who own a music store spent anentire year's worth of their marketing budget working with anagency to generate six colossal billboard advertisements. The ads,which each featured a magnificent photo of an instrument, wereplaced selectively along routes that were traveled by people whofit their ideal demographic profile. People began to talk about theimages and anticipated when the next one would appear. The messageand the medium were constant, and their profits were, too.
Excerpted from 303 Marketing Tips Guaranteed to Boost YourBusiness
