Mixin' it up in marketing communications

A good cocktail calls for the right mixture of ingredients.  A successful marketing communications program has a mix of elements.  And just as individual tastes call for different mixes, each marketing situation dictates which marketing communications tactics will bring success. So how do you know when to use public relations or direct mail or trade shows or advertising or….?  The quick answer is “It depends.” It depends on your marketing situation and what you’re trying to achieve.
Each communications type has its uses.  Here’s what I mean.
ADVERTISING is a cost-effective way to reach a lot of people quickly. It can build awareness and/or generate inquiries depending on ad design and the media used.  Newspapers, radio, magazines, TV, and billboards each have something to offer that may or may not fit your marketing situation.
DIRECT MAIL (including email)is a great way to generate leads from a well-defined audience (usually 5,000 names or less.) Besides a good list, you need a strong offer and eye-catching creative to make direct mail successful.
If using email, be sure to get the recipient’s permission before sending.
PUBLIC RELATIONS (including social media marketing) can educate, enhance credibility and even generate inquiries. However, timing, content and placement of coverage are subject to the whims of editors, so PR is not a good awareness-building tactic.
TRADE SHOW and EVENTS are most productive if you have something new or products that are “hands-on.” This is what attendees are usually there for. You can collect good quality leads at a show, but trade show and event participation hare not good at building awareness.
WEB SITES are 24/7 information sources. Think of your web site as sales literature on steroids! The best sites offer lots of useful information in interactive formats so visitors can get just what they want when they want it.
Successful marketing communications programs utilize several of these communication types. Why?  Because a company can repeat their message more economically.  Because different prospects take in information in different ways. Because seeing a company’s message in different forms over time builds credibility and brand recognition.

Do More Marketing Communications, but Spend Less

Your marketing communications budget has shrunk.  Your company is hungry for sales leads.  How can you help?  Here are some ideas for staying visible while spending less.
PUT BUCKS WHERE THEY’LL GET THE MOST BANG. Analyze the results of your marketing communications programs.  Compare results with your objectives.  Invest in what’s working best.  If possible, tweak what’s not working as well and watch the results for improvement.
FOCUS ON CUSTOMERS. Your best prospects may be your customers.  And it usually costs less to retain a current customer than it does to create a new one.  So talk to your customers.  Ask them what they need to know and how they like to receive information.  Then implement programs that meet their needs.
USE SOCIAL MEDIA AND E-MAIL MARKETING APPROPRIATELY. Social media marketing’s  getting a lot of buzz these days.  Before you throw resources into this avenue make sure you’ve found a good way to reach your audience.  Expect it to take time. Social media marketing is more like public relations than direct response.
E-mail can be a lower-cost alternative to traditional, printed direct mail or newsletters.  But be smart.  Purchased lists tend to be bad investments.  I recommend building your own list, but be sure to get the recipient’s permission before sending anything.
ADD MARKETING PUBLIC RELATIONS TO YOUR MIX.  PR can extend your reach economically.  So, publicize new products and services.  Work with customers on case histories.  Collaborate with editors on articles.
USE OUTSIDE RESOURCES WISELY. There are independent marketing and communications professionals who can help you.  You get great work without the overhead of keeping someone on your payroll.  Just remember the “garbage in, garbage out” principle.  If you don’t give your marketing partner clear direction, you’re going to get back garbage.  However, if you provide all the right stuff and get junk, it’s time to get a new partner.

Tell Your Stories

Public relations is a powerful but under-utilized part of marketing communications.  It’s so misunderstood, but it really boils down to telling stories.

Let’s say your software improves a company’s productivity by 10%.  Maybe your widget reduces the cost and improves performance of a customer’s product.  Or your wise and timely recommendations lead a client to new levels of profitability and growth.

These are all great stories, but it’s up to you to make sure they’re told to the right people.  This includes:

1. Current clients/customers
Clients like to hear how others have used a product or service.  And featuring a client’s story can strengthen your relationship with her.

2. Prospective clients/customers
Make sure those you want to attract are exposed to success stories that are meaningful to them.  The documented success of others will boost your standing with your prospect.

3. Sales Force/Distributors/Dealers
These important people can use printed success stories in their selling efforts, and they can find ideas and inspiration in them.

4. Publications
If your stories are told in a problem/solution format, trade magazines and web sites may want them.  Case history articles that avoid self-promotion are in demand.

5. Employees
Success stories can help an employee feel good about his job.  If she happens to be involved with the product, the impact is even greater.

6. Investors
These people have a financial stake in your organization.  Sharing your successes with them will boost their opinion of your company.

Successful Storytelling

Public relations is a powerful but under-utilized part of marketing communications.  It’s so misunderstood, but it really boils down to telling stories.

Your products and services help clients and customers.  Each time your product improves a customer’s project, you’ve scored a success, and you’ve got a story to tell.  Each time you provide a service that improves a client’s organization, score again.  You have lots of success stories, but do you share them?

It’s up to you to make sure your stories are told and told the right way.  That means:

1.    Let the success of others speak to the effectiveness of what you offer. Avoid self-promotion.  People react negatively to it.

2.    Use your stories in a variety of ways. You can publish success stories in your newsletter or blog.  Print them as separate sheets.  Put them on your web site.  Use them in publicity campaigns.  Publicize them on Twitter.  This kind of recycling is cost-efficient and boosts your reach.

3.    Have a professional write them. You’ll need different versions for publicity use, print materials, and your web site. Work with a writer who knows the requirements of these styles.

4.    Have a graphic designer develop a format for print and web versions. The quality of the materials you produce reflects on your operation as much as the appearance and performance of your people and products.  That’s why I recommend using professional writers and designers.

5.    Include a photo if you can. Know the old saying “A picture is worth a thousand words”?  Well, it’s true.  You’ll get more readers if you include a photo, illustration, chart, or graph with your story.

Coming next – who to tell your stories to