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It’s All in the Mix!

April 6, 2010

As a marketing professional I am constantly reviewing the mix of promotional tools for my clients. Have I missed something? Is one venue performing like a symphony and another slightly off pitch? The list of concerns goes on.

One thing that’s clearer than anything else this day in age: One marketing medium alone doesn’t make your business. But if you use only one, it may break you. Why? It’s the “don’t put all your eggs in one basket” syndrome. What if your prospective customers don’t look in your basket?

Customers can come from all over. If you’re not wherever these customers are actually looking and being seen by them, you’ve lost potential clients. And they are e-v-e-r-y-w-h-e-r-e. Googling. Tweeting. Surfing your website. Reading a blog by someone you’ve never heard of, but the writer included a link to your Home page, so here they are! A postcard left on the kitchen counter to be seen by the head of the household. A sign on the back of a bus stop bench. A coupon in a community newsletter. The possibilities are endless of where they can find you…if you’re there!

Potential customers may see the bus stop sign…but not act. They may see the coupon…and dismiss it. They may see your fan page on Facebook…and move on. But until they hear your radio ad or a customer video review on your website, they may not take action. And they may not take action unless they see you in all those other places first so that you’ve made a much bigger overall impression. It’s a cumulative effect.

This is the difference between marketing in the 20th century and the 21st century. It’s combinations of mediums that make the sale – not just one, not just two mediums – several combined. So think of each venue as one percent of your arsenal of marketing tools. Promote everywhere. Use as many tools as you can. All contribute to your success!

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