The ability to stick with a marketing strategy for the long run is where many inexperienced marketers fall short. The vast majority of us aren’t mega advertisers who must come up with a bunch of new campaigns every year. We simply don’t need to match the degree of creative variety demanded by audiences of companies like Microsoft, Pepsi, Mazda and Nike. Small businesses just do not have the kind of marketing dollars that these mega giants have to throw at mass media campaigns.

Smart businesses can come up with good ideas that are meaningful and appropriate in their target market. We know that it is vital to execute an idea well, given that 20 to 30 impressions are usually needed to be remembered. In many cases, we advise clients to improve on existing momentum rather than start from scratch.

Even for the most talented and seasoned professionals, consistently taking a marketing idea from start to dazzling finish is a challenge. Nevertheless, we’ve discovered from our own experiences with clients at many levels, it takes a monthly e-mail, a monthly meeting or weekly phone call to make sure we are still on track with the game plan.

Even if it is only one campaign you execute this year, make sure it gets the weekly, monthly, or daily attention it needs to be on task, in front of your market and effective for your bottom line.

My Best,
Kathy Kane
Market Insights