Posts tagged ‘Marketing and Advertising’

July 29, 2013

Summer Can Be Quiet(er) – Marketing Myths

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I’m not assuming summer is quiet for everyone, after all we’re just finished with the Fringe and Summerworks is just around the corner, but in my world there is a definitely useful lull for two to three weeks in summer. It’s a good time to devote to in-house marketing and bigger picture thinking, and getting the reading done that I’d  bookmarked. Thought I’d share some of those bookmarks with you over the next little while.

ETA: Before we begin, I’ve changed the name of this post to add the phrase Marketing Myths. Occurred to me that the original title wasn’t very explanatory. I’ll do that again next time.

Let’s begin.


Marketing Myths You Should Ignore 

I agree with all of them, and nod even more emphatically when I get to number six:

Myth 6: Great marketing works instantly

Fact: Although marketing creates visibility and some tactics can produce instant results, marketing is about sustained contact with your target audience to ensure they know who you are when they are about to buy. Content marketing is not instantaneous. In fact: “Days, weeks, or even months won’t produce results that you will be happy with. Be prepared to put in at least 1 solid year before you start seeing results from content marketing.” It takes time to create enough quality content your target needs to begin producing results. Marketing is an investment and like all good investments, they take time to achieve the greatest gains.

This is why I want to know from clients what they’ve done before, who’s already supported them, how consistent they’ve been in their marketing efforts, even when they don’t have a show or offering. I am a firm believer in “come for the show, stay for the company” – because you want those folks back the next time you do have a show. Doesn’t it make more sense to consistently invest a little bit of time over the season to make sure people are already in your corner? People go towards what they know, remember and recognize and by staying consistently in their peripheral vision, you help them come back to you when you do have a major offering. It’s a change in thought process to go from project to project to what I call an organizational mindset, and one that is extremely valuable. The more present you are, the more present they can be.

August 19, 2012

Sunday Roundup – August 19

 

Fall is coming, there’s a briskness in the air overnight, you need to take a sweater in the evening, and the Ex is in town. You can feel folks sliding slowly out of the long lazy days and into back-to-school mode.

 

Last week?

A Post, a Clarification, An Addition

and

When Did Marketing Become Important?

I’ve been hearing from folks that social media is supposed to be spontaneous! and funny! and casual! Fine. It can read that way, but it’s not that way behind the scenes. For some, social media is the only marketing you get to do – they don’t have your brochures, didn’t read the paper you advertised in, and haven’t seen your posters or postcards. Treat social media with the same kind of planning you do every other kind of marketing.

Some Sunday reading: Creating an Editorial Calendar for Social Media.

Couple of new books on my coffee table that I’ve absolutely loved: The Art of Racing in The Rain and Sacred Cows Make the Best Burgers. I’m on the Paper Cow chapter right now. Happy Sunday!

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