PLAN. MEASURE. ADAPT.
NO
single marketing effort works all the time for every business, so rotate several marketing tactics and vary your approach.
Your customers tune out after awhile if you sing only one note. Not only that, YOU get bored. Marketing should be fun, so take advantage of the many opportunities available for communicating your message and value to customers. But don’t be arbitrary. You should plan carefully and get feedback from your customers so you can adapt your efforts accordingly.
LOGO’S
NEWSLETTERS & MAGAZINES
O
ver the years, I’ve been asked repeadly how often a company should publish their newsletter. And to that, I only have one response– No matter how often you publish it’s vital you keep your commitment to your readers. If you tell them they’ll receive your newletter every month, make sure you live up to the promise, or you’ll loose credibility with your readers. And with that said, did you know it costs six times more to make a sale to a new customer than to an existing one? You can use newsletters to focus your marketing on your current customer base. If you’re watching your marketing pennies then consider an online version of your newsletter (much like the one you’re reading). There is truly a marketing glass slipper for every Cinderlla company out there. You just have to find the right fit to stay in front of your customer.
4 | CREATE every day • Spring 2011
A
company’s logo speaks volumes about the company. A well designed logo should set the tone for the business, be visually appealing and memorable. But on the flip side, a poorly designed logo can make a company look lazy, old-fashioned, or simply less attractive. A good logo design should look good wherever it’s placed but a great logo design can stand alone and is always recognizable.
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