Opinions expressed by Entrepreneur contributors are their own.
Planning a hot new marketing program for 2002? Sometimes, evenwith the help of a qualified agency, what may at first look likebrilliant marketing moves can actually be big mistakes. Here'show to avoid four marketing blunders that can torpedo yourbest-laid plans.
1. The Wrong Message
One of the most imaginative TV commercials of the year randuring the Super Bowl. Dubbed "Running With theSquirrels," it was a parody of the running of the bullsthrough the streets of Pamplona, Spain, but instead of angry bulls,hundreds of squirrels chased runners through the ancient city.Unfortunately, the $6 million spot from EDS did little more thanentertain, because most viewers were left puzzling about what wasbeing sold.
You can avoid this problem by making sure customers receiveenough information from your ads to understand what you sell aswell as why and how they should buy it.
2. Forgetting theBenefits
Just as an obscure message can bury your chances for positiveresults, by neglecting to explain how your products are useful, yourun the risk of turning customers off. For instance, suppose aninvestment brokerage firm in Seattle creates a direct-mail campaigntargeting entrepreneurs statewide. In an effort to impressrecipients with the company's scope and ability to compete withnational firms, the direct-mail copy lists the range of productsoffered-instead of how those products will benefit the ad'starget audience. Big mistake.
Prospects and customers look at your marketing materials withone question in mind: "What's in it for me?" So makesure your materials put benefits front and center.
3. Aiming Too Wide
Focus is vital for businesses. Unfortunately, many entrepreneurstry to hit too many targets and thereby increase their marketingrisks. Imagine you own a company that sells handmade hairaccessories to gift shops nationwide. Your marketing programincludes print advertising in trade publications and at trade showsfor gift shop owners, catalog mailings to customers, and directmail to prospects followed by phone calls from your salesstaff.
To increase sales, you could either market your current line towomen's clothing boutiques or expand your current targetaudience. Both choices involve risk, but taking on a new targetaudience would require additional advertising, direct mail andtrade shows that could dilute your budget and drain your staff. Onthe other hand, adding a new product line for your current audiencecould enhance sales without as much financial outlay or risk.
4. Same Ol', SameOl'
If you really want to ensure success in the coming year, climbout of your marketing rut. If you've simply been mailing acatalog four times a year or relying purely on trade shows, make2002 the year you break out and reach customers through additional,more innovative marketing methods. Figure out where and when yourcustomers will be receptive to your message, then put tactics inplace to make multiple contacts with them year-round.
