OK, I’m going to admit it, even though this public confession will likely be used against me. I’m a marketing/PR person who sometimes goes to an event and forgets my business cards.
Let that sit for a second. Just like most executives, sometimes I miss a marketing opportunity, like having business cards with me at a networking event.
If you take a close look, you may find even bigger lost opportunities with your company’s marketing program. You’re not alone. How about the company that receives a call from a potential client and doesn’t follow up with a call, email or mailing after the initial conversation – and then no one knows what happened to that lead? Or have you seen a company sponsor a trade show with a booth, yet have no brochures or handouts for people to remember them? These are lost opportunities to market and make deals.
Smart marketers look to close these gaps by programming communication about their company whenever, and wherever, there is a key opportunity to promote.
As an example, what happens when someone calls your business? If callers are on hold for long periods of time, hopefully they hear more than silence. Companies whose callers have to stay on hold for more than brief moments find value in promoting their product lines and points of difference with on-hold messages. While this seems like a 1980s marketing strategy, some companies take this idea for granted and miss an opportunity to cross-sell or say what they stand for.
Another opportunity to seize is promoting your company to your own list of clients and database. Often, companies chase new customers, but don’t spend enough time selling more products or services to customers with whom they already have a relationship. The cost of acquiring a new customer is expensive. Creating a marketing program for your database to ensure they know all of the services you offer, or for them to do more business with you, might be a better use of your time and dollar. As a business owner or marketing professional, the last thing you ever want a customer to say is, “I didn’t know you sold that.” Marketing to your database through email, direct mail, events and other communication touches will reduce these lost opportunities.
While forgetting your business cards might not be a fatal marketing sin, missing opportunities to market leaves money on the table. You should do everything you can to not let that happen. Look for marketing opportunities everywhere and create more success.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@focusmediausa.com or 294-3342, ext. 303. Read his blog at www.focusmediausa.com.
By Josh Sommers
For the Times Herald-Record
Posted Oct. 26, 2014 @ 7:28 pm
