JOINED UP MARKETING

Marketing a business calls for a process, or a system where each element feeds into and re-enforces the other elements in the ‘marketing mix.

When a business systematically focuses on each of the above the impact on sales and bottom line profits can be astounding. But don't assume you can grow every business regardless, the product or service has to be sound and there have to be potential customers out there willing to buy. So long as these two pre-requisites are in place the process is straight forward and for the right business success is all but certain.

Effectively marketing a business can be compared to getting fit, so long as the ‘patient' is healthy and mobile; regular exercise and a healthy diet cannot fail but to deliver better strength, stamina and constantly improving fitness...

The important word in the above paragraph is ‘effective'. Small and medium sized companies cannot afford to indulge in ‘brand' advertising. Every pound spent on marketing must produce a return, i.e. ‘Direct Response' marketing with a ‘call to action' with responses and ‘Return on Investment' measured.