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Posts Tagged “marketing strategy”

9 Big Marketing Ideas for Small Business

Small business owners are always on the lookout for that one big marketing idea that will catapult their business into the stratosphere.  What I’ve found, however, is that it isn’t just one marketing idea but many marketing ideas, implemented strategically and consistently over time that reap the best results.  Here are nine of my favorite [...]

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30 Ways to Make Your Business Stand Out From the Crowd

Let’s face it, starting a business can be very easy, but staying in business can be very difficult given that our customers have too many choices on where to spend their hard-earned cash.  So the question I posed to small business owners was “How do you make your business stand out from the crowd so [...]

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4 Reasons to Use Google+ to Market Your Business

Many of the small business owners I work with are suffering from social media fatigue.  The past few years have been a whirlwind of new technology that has left many of us wondering; “is all of this social media really worth while for marketing my business?” The recent introduction of Google+ for business into this [...]

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5 Tips for Using Email Marketing to Boost Your Business

Every small business owner understands the value of building relationships with customers.  But many of us get lost when it comes to building relationships with potential customers. As a business owner, I’ve learned that success in marketing is all about timing. The optimal time for a business to sell a product or service to a [...]

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Advertising Your Small Business? Here’s What You Need to Know

Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of dollars on advertising every year?

The truth is that they wouldn’t spend money on something that doesn’t work.  And for companies like these, it makes sense given the massive numbers of people they need to buy their products every day in order for them to be profitable.

The reason that they use these mediums is simple; because television, radio and print is a very effective way to reach massive quantities of prospective buyers on a consistent basis.

Reach and Frequency

The marketing concept we are talking about here is called “Reach and Frequency.”

Reach is the total number of prospects who hear your marketing messages.  Frequency is how often they are marketed to.

Seth Godin uses a colorful and appropriate analogy about reach and frequency in his book Permission Marketing.

Think of it this way:  Marketing is like planting a garden.  Which is better?  Planting many seeds and watering them only once, or planting fewer seeds, but watering them consistently over time?

Just like your seeds will die if you only water them once, so will your marketing messages die in the minds of your prospects if they only hear/see them once.

Frequency Builds Trust

When consulting with one of my clients recently I asked about how our marketing and advertising was working.  The question was, “Why are more people calling?  Is it because of our radio ad?  Newspaper insert?  Website? ”  I was surprised by his answer.  He said “It’s not just one thing; it’s everything.”

When customers call they say that they saw our insert in the paper, but then they had driven by a few times and seen our place, but then they also heard us on the radio, and they had seen us on TV too.  And they had finally decided they needed to come in and see us.

My client says that it’s all about “Reinforcement.” Another term for this would be frequency; and frequency builds credibility and trust.   All of the marketing strategies we use on a regular consistent basis work together to bring more customers in the door.

Your reach and frequency needs will determine which advertising media will work best for you.    Just don’t do what I did and run only one advertisement and then give up.  Plant an assortment of seeds, water them regularly and then harvest bushels of success.

Always be marketing.

Related Posts:

Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on Amazon.com.  She has been featured in the New York Times, Wall Street JournalUSA Today, and Newsday. For more information go to http://23Kazoos.com.


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Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And then in frustration I would claim that “Advertising doesn’t work.” But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of [...]

Continue Reading

5 Small Business Marketing Secrets from Big Box Retailers

Big box retailers like Target and Walmart have marketing down to a science and rarely do they stray from these tried and methods.  It’s worth it to take a look at these successful retailers to see what strategies they use that might work for your business too. 1.         The Secret of Reach: Big box retailers [...]

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4 Crazy Myths about Marketing

Before I will work with a company on their marketing strategy, I need to make sure that they are of the right mindset.  Unfortunately too many business owners have taken to believing certain crazy myths about marketing.  Sorry, but I’m here to debunk those myths.  Here’s the top 4. 1.            Marketing is all I need [...]

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The One Business Marketing Strategy That Will Cause Customers To Buy More, Refer More and Keep Coming Back for More!

My husband and I love baseball and we’ve always wanted to have season tickets. So during the Arizona Diamondbacks Spring Fan Fest we decided to take the plunge and buy a weekend ticket package.

We were excited about our purchase, until the season got under way. As of this writing the Diamondbacks have had a poor run, so far losing more games than they have won, placing them at the bottom of their division.

We are having serious buyer’s remorse.

It’s during tough economic times that people want–no, they desperately crave–experiences that help them feel better. They want good prices, great experiences and companies that care. But more than that, they want to know that their decision was the right one.

How do you help your clients feel like the purchase they made with you was the right one? How do you prevent buyer’s remorse?

Looking at all of the empty seats at the Diamondbacks games should give you the answer; simply said, you need to be a winner. Attendance at Arizona Diamondbacks games is down 17.4%. And they are only one of two teams to have lost money last season.

Compare the attendance at the Diamondbacks games to the recent playoff experience of the Phoenix Suns, and you’ll see what I mean. Their attendance level was at 95% for the whole season. Winning sells!

If you own a business the same is true. Winning makes you win!! Customers will buy more, refer more, and keep coming back for more because they want to be associated with a winner!

So then, what does being a winner mean to you and your business? What makes your business a winner to your customers? I would love your comments here!

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My husband and I love baseball and we’ve always wanted to have season tickets. So during the Arizona Diamondbacks Spring Fan Fest we decided to take the plunge and buy a weekend ticket package. We were excited about our purchase, until the season got under way. As of this writing the Diamondbacks have had a [...]

Continue Reading

When Small Business Opportunity Knocks, Answer the Door!

You say you’re not an entrepreneur? You look at Henry Ford & Ray Kroc and say, “Well, that was all fine & dandy for them, but I’m not even close to inventing the automobile assembly line or the greatest hamburger that 29 cents can buy.” (that’s what the McDonald’s hamburgers cost when I was a [...]

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Online marketing strategy: Podcast – you can do it!

But should you? No way! The audience is too small & fragmented. Not everyone listens to audio stuff delivered over the internet. You really don’t have anything to say, anyway. As a matter of fact, the competition from bigger companies with bigger budgets is just too tough. Heck, you might as well just throw in [...]

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Grassroots marketing strategies can really payoff

"Hitch your wagon to the littlest star" could be the name of the marketing strategy used by the owners of Belly Maternity, a Denver boutique that sells maternity and baby clothes. They sent Angelina Jolie a "thank-you gift" for her humanitarian work. They also sent gifts to other pregnant stars like Gwyneth Paltrow, and Jennifer [...]

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The Scheherazade marketing plan – 1001 Arabian nights

The ultimate customer retention strategy can be found in the story of Scheherazade & 1001 Arabian Nights. Do you know the story? King Shahryar decides that all women are inherently unfaithful, so he has each wife murdered after the wedding night. This goes on for three years. The king’s wazir (the guy who beheads the [...]

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Your small business needs more Cowbell!!

“Guess what?? I got a fever! And the only prescription … Is more Cowbell!!” Ohhh YES !!!!! The contributions that the late night tv show “Saturday Night Live” have made to our society are so bountiful! As we’re heading into the long Memorial Day weekend, I’m beginning to get into a festive mood. My mind [...]

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“No budget” marketing strategies

So many startups, so little money. No matter what size business you run you’ve got to make every dollar count. Simply throwing money at a problem is not a smart way to grow your customer base. But grow you must! You’ve got 2 choices: 1) guess 2) research Guessing is very fun. It’s called the [...]

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Cool Company of the day: Cocktails by Jenn

Picture this: You’re in your hotel room in Vegas. You want to party BEFORE you even get down to the strip. You think, a Cosmo (=the popular martini beloved by women) would be great right now… You open your mini-bar and voila! There waiting to delight your thirst is a prepackaged collection of mixed drinks. [...]

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