Some Musings on Marketing

  • The cost of implementing an effective marketing program is trivial compared to the cost of not implementing one.
  • Taking a committee approach to marketing often ends in failure. A group of people agreeing to disagree combined with diluted accountability rarely produces a positive result.
  • “My many years in the printing industry have taught me that the pursuit of trying to craft the perfect marketing piece often ends up being the reason for doing nothing.” – G. Jacobs
  • The average person is only capable of retaining 3-5 brands per category in their memory. If you want to introduce your company into someone’s consideration, you need to push another company out of consideration. Repetition is fundamental to success.
  • The abandon rate for social media is very high. Beware of creating marketing graveyards.
  • Whether or not you’re marketing to your customers, you can be assured that your competitors are.
  • Don’t discount “little things” like birthday cards and notes of appreciation. Sales relationships are more influenced by emotions than pricing.
  • People will give business to companies they want to give it to and after awarding the job, find ways to justify the decision. Price is often the excuse rather than the reason.
  • Well perceived brands command a price premium of nearly 9% over brands perceived as just average.
  • The most popular way to lose a customer is to lose touch with him or
    her. Industry-specific data indicates that 60% of customer loss is due
    to lack of communication.
  • Irrelevant communications contribute to customer defection and alienation.

If you’re interested in utilizing a highly effective marketing program to help grow your sales, I’m happy to email you some samples and info. It’s easier and less expensive than you probably think.

Patrick T. Whelan
pat@greatreachinc.com



About Patrick Whelan

Patrick Whelan is President of Great Reach Communications Inc, the leading provider of high quality customer engagement newsletter programs for the printing industry. Patrick has spent the last 17 years providing marketing programs and advice to over 400 print providers throughout North America.

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