Three Marketing Mistakes to Avoid
October 2005

A strong marketing strategy should always include a follow-up action. Don't just make promises. Make notes, and follow through.

We all hear about companies in the printing and finishing industries that are having banner years or that just won a major contract with a big-name client. But we rarely hear colleagues mutter the question everyone should be asking: “How’d they do that?”

Marketing likely has a hand on those successes. In this and every other industry, carefully-crafted marketing will produce results. Sales, partnerships and vendor relationships result from networking, public relations, advertising, direct mail, sales calls, or a combination of them all. Marketing is the common denominator.

Regardless of what form it takes, the number one rule of marketing is “Do No Harm”. To that end, here are three marketing mistakes your company would be wise to avoid:

1 – Failure to use a marketing mix: Your marketing plan should include a mix of media, timing and approaches. Rather than concentrate all efforts and resources in advertising or direct mail, for example, vary your strategy to include multiple touch points with prospects and customers.

2 – Failure to follow up: Marketing communications designed to support your company’s sales effort are made much more effective when they’re followed by a phone call. If your marketing strategy includes a promise of a follow-up, don’t blow it by not keeping the promise!

3 – Avoid differentiating on price: A discounted price might get you a few one-time jobs, but it’s a poor long-term strategy. Instead, move the paradigm away from price by focusing on the unique selling proposition you offer customers. Does your company listen exceptionally well, or have a fanatic attention to detail? Build your marketing message around those differences, and you’ll have far fewer conversations regarding price.

What Grow Sales, Inc. Can Do For You
At Grow Sales, Inc., we specialize in finding the right marketing mix for our graphic arts clients – and making sure it’s executed. Since 1996, we have provided full-service outbound marketing, public relations, web and graphic design and sales support to our clients. With our help your company could be the business that’s having a banner year.

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