There is a lot of activity out there right now. And, I am detecting a disturbing trend.
During the economic downturn, nearly all of my clients made smart moves in terms of restructuring their marketing priorities. Through the use of tracking numbers and other technologies, we were able to target overpriced and underperforming media and opt out of it. The most broad example is clients dropping low-or-no performance print advertisements in favor of a Pay Per Click strategy.
So, along with this, came a reduction in spending on marketing. Many budgets got reduced but the need for inexpensive, more targeted strategies became more vital. This is right in line with what we recommend in my coaching program: a balance of hands-on, direct and pro-active marketing steps to cut a practices reliance on the high-priced ad that is not pro-active in any way. I saw the reduction in spending as a natural consequence of the economic conditions and it opened the door for many to finally embrace what I consider a strong direct marketing infrastructure.
However, recent conversations make me wonder how many times some people need to stick your hands into the fire before they stop getting burned. Confidence and momentum are back. A lot of people are talking about firing up their marketing or already doing it. In many cases, I hear wiser and smarter clients and prospects who want to put in the right base this time. That is good. But, I am also hearing many people going back to old bad habits. Let’s just throw money at certain things instead of balancing out media expenses with good, solid marketing infrastructure.
I know a lot of you are considering re-establishing your brand with some media purchases right now. If you are measuring those with tracking numbers and technology and there is a clear benefit in terms of calls and contacts, then great. But if you finally have some “feel-good” money that you want to spend on marketing your practice, put in some infrastructure for every major expense you make. Going to buy an magazine ad? How about you start an email marketing program for $20/month at the same time? Going to buy a television ad? How about writing a blog twice a month to add new content to your web site? Going to buy a radio ad? How about reinvigorating your referral network?
Now that things are moving pretty well again, don’t have short memory. One business lesson that came from the recession is to spend only on productive media and be proactive in working your best relationships. If you are being tempted to go back to old bad spending habits, go slowly and make sure and have your marketing infrastructure working for you. We help clients do this all the time in my coaching program. If you want to do it smarter this time around, my coaching program is only $300/month and you will get productive advice that will help you be a healthy small business in good times and bad. If you are interested, please email me at donald@dogstarmedia.com.
