e-Course Day 14 Email
SUBJECT: [DIY Marketing] Stopping Advertising To Save Money Is Like Stopping Clocks To Save Time!
Hello! We’re on to day 14 of our 30 day entrepreneurs
30 day DIY marketing e-course. (We’re catching up…)
Oh, and if you just signed up, you can see the course info we’ve
already covered right here:
http://www.diymarketingmonth.com/e-course-email-recap/
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“Kodak sells film, but they don’t advertise film.
They advertise memories.”
– Theodore Parker
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What you’re seeing in the days and weeks of lessons throughout the
Entrepreneur’s 30 Day DIY Marketing e-course is a reflection of my
own personal approach, values and frame of reference. There’s no
other way to do it. Just like any book, article or other piece of
content, a part of the author is ingrained in the end product.
It’s that approach that’s put any discussion of advertising at the
midpoint of our course. I’m sure that many, if not most of you already
advertise, but to what end? Has it been successful? I hope so!
It’s no accident that I didn’t lead off with advertising in the first
week, or even the second. From my experience, your best effort is
spent in the planning of marketing strategy before spending a
single dollar on advertising. However, as a means to reaching the
state of ‘everyone knowing about you who should know about you”
that we discussed in Day 2, advertising is something that you’ll find
great value in.
Regardless of whether or not you’re actively advertising, everyone
can do even better if they have a plan. let’s look at a few resources
that you can use to create a great advertising plan that reaches your
target market, raises awareness about your organization and generates
the revenue to meet your business goals.
** Advertising Options **
In your local or national market, you will have a variety of options
to choose from when you advertise. Let’s look at a few here:
Newspaper
Website
Events
Flyers
Word of Mouth
Radio
Television
Local Magazines
Signs
Novelties (such as pens, calendars, magnets, etc. with your name and phone number)
Phonebook
While we can’t answer every question about advertising here, there are
a few key things to keep in mind:
1. Where is your target market? Never thought of radio, well, did
you know that local
You’re not local, OK, well have you considered an Internet radio show
of your own?
2. Just because your competitors are there doesn’t mean you should be.
Yellowpages are a great example. A local chiropractor that we work with
is having their best year ever. They’re not in the newspaper, barely in
yellowpages and aren’t at every health fair like their competitors.
3. Ask your current customers how they find out about the last few
things that’ they’ve purchased in your category or in your city.
You’d be surprised at what influences people these days!
4. What can you afford? Some of the best advertising does not cost
much. Don’t be cheap, but set a realistic budget and stick to it.
5. Think “integrated”. Integrated marketing has become a cliche in
the marketing industry, but it’s yet to permeate the headspace of
most entrepreneurs. Make sure that your message is consistent and
visible across multiple media. Customers like consistency.
Using the resources below, delve into your advertising plan and
put a year-long (or, at least a few months) plan together to
indicate where you want to be and when.
Now that we have plan, a customer database to capture information and
some of the other foundational pieces that we’ve covered to this point.
It’s a great time to start advertising to bring in the new business that
you’ve been seeking!
***** ACTION SUMMARY *****
1. Using the Advertising Plan Worksheet below, complete your year-long
advertising plan and budget. Brainstorm ideas and assign a budget to
work within.
2. Adapt your plan as needed, but whatever you do, have a plan for
advertising. Even if you only have $1000 to spend – make sure that
you spend it wisely and strategically!
***** RESOURCES *****
>> Advertising Plan Worksheet [xls format] – http://diymarketing.marketingsavant.com/downloads/day14/advertisingplan.xls
>> HSBC – Advertising Plan Sample – http://www.tsbc.co.uk/sbo/templates/313_UK_AdvertisingPlanExample_HSBC.xls
>> SBA – Advertising & PR Advice – http://www.sba.gov/smallbusinessplanner/manage/marketandprice/SERV_ADNPUBLICREL.html
>> SBA – Advertising Primer – http://www.sba.gov/smallbusinessplanner/manage/marketandprice/SERV_ADPRIMER.html
>> Entrepreneur.com – Advertising How-To Guides – http://www.entrepreneur.com/advertising/howto/index.html
>> Cisco Systems Advertising Planning Worksheet – http://www.cisco.com/global/EMEA/engage/collateral/getting_started/engage_planningguide_en.xls
>> Microsoft Office “Marketing” Related Templates – http://office.microsoft.com/en-us/templates/results.aspx?qu=marketing
Well, that’s all for now. Be on the lookout for next lesson
tomorrow.
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If you would like to learn more about MarketingSavant’s marketing
strategy, thought leadership or social media services, where you
work directly with me to build your business through strategic
marketing, go to:
http://www.marketingsavant.com/diymarketing
I’ve created a special set of offerings just for DIY Marketing
e-course members.
And, as always… think big and market well!
Yours truly,
Dana VanDen Heuvel
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MarketingSavant(TM)
Leading Through Thought
Social Media // Thought Leadership Marketing
www.marketingsavant.com
dana@marketingsavant.com
Twitter: danavan
888-989-7771
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