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The business world is full of irrelevant communication. I shudder to think of all the dollars wasted on marketing materials, postage, mailing and production costs by sending out information that is appropriately placed in the trash, and in many cases, have the opposite effect intended. Let's talk about just a few examples we business people are faced with daily:
Junk Mail. What makes it junk? Is it bulk postage? No. Is it inexpensive one or two-color printing? No. Is it the commercial-looking envelope? Maybe, but probably not. It's junk mail because it is not credible! How credible can it be when it is addressed to "Office Manager" or "The Person in Charge Of…." or "Human Resource Director" or whatever title? How credible is it when it comes in a #10 envelope with first-class postage, but it is addressed to you on a label, and the material inside is addressed just like above, regardless how expensive the printed documents may be? I don't waste my time reading it, do you? If the sender is not willing to take the time, up-front, to make the material credible, he/she does not deserve my time, or yours' - it belongs in the trash!
Broadcast Fax. This has to be the most abused form of communication in business today! It seems that anyone who owns a computer can take it upon themselves to send out one-page, irrelevant flyers to the world of fax numbers at night and on weekends. Why? Because they do not want to inconvenience themselves by tying up their equipment during business hours. Don't worry about the fact that previous fax numbers on your Chamber list are being reassigned by the phone company to home numbers every day, and some families will be awakened frequently at night. If they are able to find out who you are, just blame it on the computer program when they call to complain. Most faxes are not relevant because they are simply a "buy from me" flyer sent at the receiver's expense. By the way, many of you are receiving this newsletter via fax. Our feedback has been very positive but we would love to send it to you by email instead. Simply send your email address to Jim@edocservice.com, and we will save your fax paper and supplies each month.
Telemarketing. When is the last time you received a call from a "credible" telemarketer? Don't you just love it when you receive a call, and they ask to speak to "The person in charge of…" and when you tell them it is you they follow up with, "How are you today?" Credible telemarketers know who to ask for before they call and avoid clichés. They are professional, get right to the point and are knowledgeable about the company they represent. These callers deserve some of our time; the first group does not, so don't even encourage them.
Broadcast Email. Spam is a dirty word! If the email is not addressed to you personally, don't even open it; hit the delete key! Or better yet, if it continues, complain to their ISP and their service will be canceled!
Live Presentations. How many present-ations have you been to where the presenter uses attractive slides and expensive equipment, but has to rely on the slides for his/her script? Do they deserve our time? I don't think so. We don't gain very much from a seminar when the presenter is talking to the screen, rather than to the audience.
Are you getting the picture? I hope I haven't offended too many of you. You see, marketing communication is only meaningful if it passes the "C/R" test. That is the "Credibility and Relevance" test. Take the time needed, up-front, preparing to ensure the communication is done correctly. Businesses that don't do this not only waste their time and money, but announce to the business community their lack of business savvy. How credible is that?
By Jim Mullaney, President
Electronic Document Service, Inc.
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As your business heads into second quarter of 2000, there are three powerful marketing tactics you can't afford to overlook. First, conduct an audit of last quarter's marketing efforts and make a plan for second quarter. Now is the time to revisit any advertising or public relations tactics. Did your current tactics attract any new clients or referrals? You will want to ditch the ones that aren't working. If you don't already have one, create a quarterly marketing plan. The plan will serve as your "marketing roadmap" for second quarter. Decide what your marketing goals are and then detail how those goals will be achieved. At the end of second quarter, review your plan to see what worked. Having a plan and evaluating it is a great way to measure the progress of your company.
Second, get involved with your community. Community involvement can mean being active in your local chamber of commerce or sponsoring Little League. It is an overlooked marketing tactic that can reap many rewards for your business. Find your cause and get involved now.
Third, utilize the power of publicity. How are your relationships with the media? Does anyone at the Business Courier or the Cincinnati Enquirer know that your company exists? Are you "the expert" in their minds? It has been said that having an article written about a company is four times more credible than an advertisement. Don't underestimate the power of publicity.
For every business, solid marketing and public relations efforts all year long can lead to increased awareness of your company to attract new clients. For further information, please consult with a marketing professional.
Maryann Vallone is the Owner of Marketwise Communications. She can be reached at (513) 469-8470.
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