Marketing Doesn’t Work
As I continue to work as a Independent Marketing Consultant, I keep having the same discussion with some of my clients. Now keep in mind my clients are typically small business owners who are very good at running their own individual businesses, but tend to have challenges in areas such as finance, HR and marketing.
The discussion with my clients tend to go something like this:
ME: “So why don’t we put together a direct mail campaign (or any other campaign…their response is usually the same) that can focus on your target market and lead to increased sales”
THEM: “We have already done that. It doesn’t work. In fact, nothing has worked”
ME: “Ok…why didn’t it work?”
THEM: “ I don’t really know. Marketing doesn’t work for my business.”
So this conversation frustrates me to no end. Obviously marketing works. How else do people know what movies they want to see? The problem with some of my clients is they don’t realize that marketing doesn’t end with sending out a direct mail piece or putting on an event. One of the real secrets to successful marketing is after the campaign is completed.