If you’re concerned about getting the most bang out of your marketing efforts, you’re going to love what I told Home Business Magazine’s Richard Henderson during a recent podcast interview about my best-selling book, “The CEO’s Guide to Marketing.” I described three tactics we’ve used for major international companies for the last 30 years. These hold true whether you run a small business and do your own marketing with very little money, or you’re part of a major corporation with millions to spend.
- Get all the media coverage you can: Publicity is like endorsements on steroids
This is the one cost-effective marketing strategy you can start doing tomorrow. Get on the phone and call a local reporter. In fact, call two, three or four reporters. Ask them if they would consider doing a story about your company and its products. Media stories are a wonderful way for people to learn about stuff.
The bigger companies hire our agency to do this because we’re really good at arranging media interviews. Media coverage is always a good bet. How great would it be to have a trusted source say nice things about your product to a room filled with thousands of people?
Now, you’re getting the idea.
The media is shifting; you’d better be ready! Richard Henderson asked me about what emerging trends business owners should be watching. My answer may seem contrary to his question. When you’re doing your marketing, you need to do use what’s already in place and working. You want to use the trusted channels where the audiences are already listening. Marketing is always about hitting the masses.
But you’d better pay attention to those channels or hire someone to do this for you. Prior to the internet, the barriers to getting into the media were unbelievably high. It took big money to get into broadcasting, or to start a magazine or newspaper. Broadcasters also needed a license, and only a few of those were issued in each market. I still remember when Minneapolis had two newspapers and a handful of TV and radio stations. Even then, they were the best way to get out your message.
When internet came around, I immediately thought: Anyone can start doing this. The big powerhouses will lose their grip. That’s what’s happening right now. I just did this 20-minute podcast with Home Improvement Magazine from my home in Cape Coral, Florida. I sat on my comfortable wicker couch on my patio that overlooks the Gulf of Mexico. That wouldn’t have happened even 10 years ago.
But the fact that the media is becoming fragmented, and audiences are smaller, doesn’t diminish the fact that these outlets have influence. Learn to use traditional and social media to their best advantage, because they’re incredibly good at educating the masses about your product.
- Amplify your message: It’s called the promotional mix for a reason.
In my book, I stress the importance of understanding basic marketing concepts and principles. One concept is the promotional mix. Almost all promotions will fit into one of the following five categories:
- Media Coverage
- Website
- Social Media
- Advertising
- Personal Selling
You need to be hitting on all cylinders. It’s almost like conducting a symphony. Each promotional channel is an instrument section and you’ve got to make them work together.
It was deceptively easy for me to sit on my wicker couch and be interviewed by Richard Henderson via my laptop for his video podcast. But the power of that podcast – and the potential to reach a lot of people, coupled with my potential to amplify the impact of that podcast — is just remarkable! That’s what’s going on in media today.
In a couple weeks I’ll be driving across Florida to deliver a speech to 120 marketers. I’ll have to prepare a presentation … dress appropriately … make hotel arrangements … it will be a lot of work. My point is if you want to be successful, don’t thumb your nose at any opportunity to tell your story. Use all five promotional mix categories. Why would I not want to be in front of 120 marketers when I have their complete attention?
- Follow SAM 6 to keep your marketing in sync and on point
If I’d had more time during the podcast, I would have given a more thorough explanation of the SAM 6® process. There’s a sequence to doing this stuff if you’re going to get it right. Once you get that flow … once you understand marketing principles and concepts … complete your brand book … etc. you’ll see that this is a simple, practical process. Don’t get caught up in the big ideas prematurely. Do your block and tackling first. When you’re done with those, it’s time to get creative.
Before doing the podcast, I got out my CEO’s Guide to Marketing brand book to review the code sheets (step 2 of SAM 6). I considered my audience, then I listed all my primary value points on an easel which I set up just outside of camera range. I was ready!
Following the SAM 6 process is useful each time you market your business: in my case whether it’s a podcast heard by thousands of home business owners, a speech to 120 marketing professionals, or a marketing letter such as this one.
While there is a level of complexity to marketing that you can’t necessarily avoid, the six-step process I’ve outlined in my book is pretty much turnkey. We apply it for Media Relations’ clients, whether they have a $10,000 budget or a $1,000,000 budget … because it’s the most responsible and effective way to manage a marketing program.
I’m 62, and I have never run across a book like this. There should have been one, so I just decided I was going to write it. It’s the most practical marketing book you’ll come across. The Kindle version of my book is $10; the hard copy is $29. It would be impossible to spend that money more effectively than by buying this book.
