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Pitfalls of Binary Marketing
Robert Johnston
Being a sophisticated marketer, from my experience, means escaping the pitfalls of binary thought. Sounds like a big concept, but it really isn't. People who think binary see things in terms of this or that, good or bad, profit or loss, and either/or. Those trapped in that sort of binary construct will often pick one marketing tool, usually on the extreme end of either the cheap or the expensive spectrum, and will stick with it to the exclusion of the sort of varied and staggered marketing campaigns of more savvy marketers. Once this sort of rigidity sets in, it usually takes months of inefficient advertising before a binary thinker will try to adapt their approach, usually resulting in a blind rush to the polar opposite method of advertising.
If you find yourself in this unenviable situation, its time to stop the madness and take a broader view of all the options available to you. There are a wide variety of marketing tools for any situation and most can be adapted to suite your specific needs. Let's take a look at a few of the print advertising tools that should be part of you marketing tool box.
Flyer Printing: Flyers provide a great bang for your advertising buck. Too often though, unsophisticated marketers will simply staple their flyers to seemingly random telephone poles and hope for the best. Not to say that posting flyers is a bad idea. The key would be thoughtful and planned placement. Another great idea, though, is to hand the flyers out in person. This way you know your ads are actually reaching the hands of potential customers. If you have an aversion to public places, you can always bribe your friends and family members to hand them out for you, or you can help out a poor college student by paying them to hand out the flyers.
Postcard Printing: Postcard marketing is easily one of the most versatile advertising tools at your disposal. Sure, you can pitch a product with them, but there are many applications you may not have thought of. With direct mail postcards you can inform your customers of sales, you can get feedback through surveys, you can foster return customers through special offers or you can make special announcements like special holiday hours.
Greeting Card Printing: That's right, sometimes its important to just let your customers know you were thinking about them and appreciate their continued business. In the make a sale/lose a sale binary, its easy to overlook this sort of simple and inexpensive gesture that can form lasting business relationships.
This is just a small handful of the versatile print options available that can help you break out of rigid and unsophisticated marketing and into long term business growth. When presented with two options, choose the third, or the fourth, or choose both!
Visit these pages for more information on postcard printing and postcard marketing
Article submitted Tuesday, June 17, 2008
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