Marketing: Art or Science?

Contrary to what most business owners, managers, and most of the world thinks, customers do not come beating down your door because you’ve invented a better mouse trap. It is up to you as the creator of this new mouse trap, to get the world to first notice, trust, and like you before they will buy your product or service.

Most companies accomplish this through effective (and most of the times not so effective) marketing of their product and services.  Surprisingly, one of the unspoken secrets of the business world is that most people are not very happy with the results of the marketing activities that they engage in.  I’ve seen many businesses who felt that mailing out a brochure or sending out an email blast would be enough to drive hundreds of customers to their doors. The truth is that there is no single silver bullet solution, marketing is more of an art than a science.

More Art Than Science

Marketing can be the most frustrating and at the same time rewarding undertaking for any manager. Yo can have GREAT results one week, followed by disastrous results from the same campaign the following week. When your marketing doesn’t work, it can be a myriad of things that aren’t working. Is the offer attractive enough? Is it eye catching enough? Is it believable.

Aside from those considerations, when building a marketing campaign there are two rules that you should always keep in mind:  1) Never spend a ton of money on a marketing campaign that has not been tested. Until you have found a really successful marketing vehicle, spend a little money  here on this one, then spend a little money there on that one, and then a little money everyplace else until you have determined a good mix.  2) Repetition is essential in any marketing campaign.  Studies show that a person must see your product NINE times before they will feel interested enough to actually consider buying it.  It is through repetition that you establish your credibility, establish brand familiarity, and become the first thought when a need for your product or service arises.

What’s been your experience with marketing for your company?  Please share any marketing tips that you have found successful.

 

By Courtney Sparkman

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