Is It Time To Kill Your Marketing Program?

Ouch . . . sounds pretty drastic I know, but . . .

If you've been in business for any length of time, you've no doubt been faced with the question, "Should I dump this marketing program or should I wait a little longer for it to start producing results?"

Even if you're new in business, you may have tried a new way to market your business and with lukewarm results found yourself wondering how long you should stick with it before giving up and trying something else.

It's the age-old question of "When is the right time to put a marketing program out to pasture?"

This reminds me of my advertising agency days. We'd create a new ad campaign and run it for awhile, and because we (and the client) were exposed to that campaign day-in and day-out, we'd all tire of it quickly.

Knowing when to hold and when to fold

Often, the client would want a new campaign and we'd have to remind them their prospects hadn't seen the campaign nearly as much as we all had, and that it was best to let the campaign keep running.

How do you know what to do?

Just how do you know when it's time to let an ad campaign or marketing program keep on running and when it's time to try something new?

The answer is very simple.

Look at your results

It's time to make a change when the marketing is no longer producing results. And by results I mean, it's no longer moving you toward your objective.

Are you achieving your objective?

Every marketing activity should have a specific objective - that is what you hope to achieve. Your objective may be to generate a certain number of phone calls, or web site hits, or even sales.

Tracking your results will tell you

You'll want to track the results of your marketing activities from day one, so you'll know how well they are producing and you can monitor their trends.

For example, you may get consistent results for weeks, months or even years. In this case, my motto is "If it ain't broke, don't fix it!" Don't be tempted to make a change just because you're tired of it. If it's working, leave it be.

Are your results on the decline?

However, if your tracking shows you are steadily getting fewer and fewer responses (e.g. phone calls, web site visits, sales) it's probably time to freshen up that marketing or start anew.

Or, maybe your results never really materialized

And, if your marketing program has never really generated the response you are looking for, even if it's relatively young, it's also time to take a good hard look at reworking it to make it more effective.

Just be careful not to give up too soon

You do need to give your marketing time to work - most people will not act after seeing your message just once, but rather need to be exposed to it repeatedly before taking action (industry standard is between three and seven times).

Having said that, if you've given your marketing ample time to produce results and nothing's happening, odds are you missed the mark and either the message or the medium is off.

Is your message missing the boat?

If your message is off, it means you are not effectively speaking to your prospects or hitting their "hot buttons." Do you really understand their problem or challenge? And does your marketing speak clearly to that issue and position your product or service as the best solution?

Or are you missing your audience?

If the medium is off, it means you have put your marketing message in a place where your prospects aren't likely to see it. It's important to understand your prospects and where and how you can best reach them so you can put your messages in those places.

After all, if they don't see your message, they can't respond.

What type of response rates can you expect?

For direct marketing efforts a response rate between 1% and 3% is considered good. On the web a 1% conversion rate is the norm, so if you're doing better than that consider yourself lucky.

You can expect a higher response rate from your current subscribers or clients because they already know and trust you. As far as new mailing list subscribers, expect between 5% and 15% of your web site visitors to join your mailing list.

The key is to make sure your marketing is reaching enough people so these response rates yield results you can be happy with.

If you've given it time and it's still not producing . . .

If you've given your marketing program time to work and nothing much is happening, or if your results are on the decline, it's time to kill that program. Or, at least, to give it a makeover.

Starting fresh can breathe new life into your business

Consider starting over with a fresh new approach, a new message, and some new mediums. Make sure your new marketing program is grounded in solid marketing strategy (The 10stepmarketing System is a simple way to be sure of this - and you don't need a marketing degree to figure it out!)

If your marketing program is not delivering the results you want, it may be time for a 10stepmarketing Extreme Marketing Makeover. I'll help you take your results from drab to fab in just six short weeks. But only a few lucky people will get the chance to get my help making over their marketing this year. If you'd like to be one of them, you can learn more here.

(C) Copyright 2005 Debbie LaChusa

20-year marketing veteran Debbie LaChusa created The 10stepmarketing System to help small business owners and solo-preneurs successfully market their business, themselves without spending a fortune on marketing. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com

---

Trade Show Exhibit Booth ? 7 Tips to Improve Yours

Once you have decided to participate in a trade show,... Read More

Postcards: Awareness Tool or Selling Tool?

Are postcards better for building awareness or for selling?In my... Read More

Blowing Your Own Horn

Opportunity Assistance Business Resource Center At first you must think... Read More

5 Ways To Entice Your Parallel Market to Trade Links

Lots of people get confounded when attempting to exchange links,... Read More

Direct Mail Response Rates Mislead if You are Careless

I could tell you that the average temperature in the... Read More

Ten Ways to Market Your Business by Doing What You Love To Do

Most business owners get so involved in the work of... Read More

Key Marketing Questions - Planning Your Marketing Campaign

So you started a business. How's it going? Did you... Read More

Unique Selling Proposition - Your Competitive Advantage!

To capture a larger market share and be viable, sustainable... Read More

Hello, My Name Is . . . What Your Name Tag Says About You

When you attend networking functions, what kind of name tag... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

Resume Writing Service Marketing

Marketing A Resume BusinessWhen starting a resume business, your marketing... Read More

How to Turn Your Promotional Products Expense Into a Profit Center

If you use promotional products you probably already know the... Read More

What to be Successful? Marketing Makes the Difference

When you hear the word "marketing" what comes to mind?... Read More

Is Your 4X4 Trail Rated?

"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More

13 Lessons in Marketing, Super Bowl Style

Each year, the Super Bowl provides marketers opportunity to study... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More

Strategic Marketing and Tactical Marketing Know The Differences And Profit

Most people mistakenly assume that when you talk about marketing,... Read More

2 Step Marketing

Do it Right.I receive postcards all the time. The other... Read More

Marketing the Government for Profit

Steps and tips on marketing your business to the government.Fact:... Read More

How To Get To The Top of The Marketing Food Chain

Are you tired of living off handouts from big-name marketers,... Read More

Networking Events ? Lose the Fear and Gain the Benefits

"Kevin, are you saying I need to go to Networking... Read More

Ten Crucial Questions

Ten Crucial Questions for Your Business Future I'm... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More

Marketing Strategy and Template for Independent Professionals

Having a marketing strategy and marketing approach is very important.... Read More

The Process of Change in Marketing Approaches

In a world economy that is in constant flux and... Read More

Mobile Auto Detailers and Newspaper Companies as Clientele

If you are a mobile auto detailer or mobile car... Read More

5 Tips to Heat Up Your On-Line Marketing Using Off-Line Tactics

The internet of course brings a huge arena of marketing... Read More

Quick and Instant Marketing Soup

Everything happens Quickly and Instantly on the Internet. In the... Read More

Have Something Good To Say

If you don't get this right, you can just forget... Read More

Stop Searching - Joint Ventures are the Solution to Doubling Your Business

First, define the end user (or ideal client) of your... Read More

Dont Let Your Business Cards End Up in the Trash

Business cards are such wonderfully creative little marketing products. Most... Read More

Are Corporate Awards and Corporate Gifts Beneficial for Your Business?

With the increased challenges that all companies are faced with,... Read More

Burnout

Today I want to share a question from a reader... Read More