A good marketing plan can launch a brand new business into stardom or improve an existing one.  There are common mistakes that many companies make which you can avoid from the get-go.

1. Not Knowing and Marketing to a Defined Group: Figure out who your target audience is and develop a marketing plan to suit that group.  Marketing to a blanket group usually does not work well at all.
2. Inconsistency: You should have the same look and feel throughout your marketing campaign.  Your logo, webpage, and stationary should all match.  You should be able to be identified by a short glance.  Having different color schemes and fonts confuses customers.
3. No Diversity: Marketing only on television, in print or on the Internet will reach only some of your potential customers.  Market creatively by advertising in every outlet to get your name out there on every possible outlet.
4. Not Giving Customers a Reason to Buy: You should be convincing your customers that you have the best products in the marketplace and that they need them.  In a world with a ton of competition your product should shine above the rest as the best.  Also you should tell customers to “Buy Now” on your website.
5. Not Focusing on Repeat Business: Repeat business typically makes up 80 percent of customers in most businesses. Marketing campaigns are too often focused on bringing in new customers instead of maintaining a good relationship with current ones.  Remember that if your current customer is happy their word of mouth will spread to new customers.  Word of mouth is the most effective way of bringing in new customers.
6. Overcomplicating the Product or the Service: Keep it simple stupid.  Companies often offer too many products or an over-explanation of their goods and services.  People want to know what a product is all about quickly.
7. Not Preparing Enough in Advance: Your marketing campaigns should coincide with new products, new services, seasonal sales or an upcoming event that will attract business.  This means not realizing last minute that you need to do so advertising on something that is happening next week.
8. Having a Confusing Marketing Message: Marketing messages that are confusing, too subtle or too long can easily lose the customer’s attention. The best marketing plan will be wasted if the message is lost in translation
9. Too Much Hype: The old saying goes “If it sounds too good to be true it probably is.” Going overboard with your message, webpage or slogan will turn people away.
10. Putting all of Your Eggs in One Basket: If you use your entire budget on one ad what     else can you do?  Building a brand through a marketing campaign takes time and patience
11. Not Getting Feedback: You could be thinking that you have the best marketing campaign   since sliced bread but in reality your target audience isn’t buying it.  You should always test your ideas and do focus groups.  Feedback is a great tool to give you direction with your           marketing campaign.
12. Changing your Marketing Plan Just Because: You don’t have to change your                      marketing plan just because a certain period of time has passed.  It may look tired to you but  it just may be working marvelously.
13. Not Explaining Why Your Prices are Lower: The saying “You get what you pay for”         rings true most of the time so when your prices are lower than your competitor’s, customers   want to know how you are making that happen.  If a customer isn’t given a reason for the           lower prices they tend to get suspicious of the quality of the product or service you are             providing.  Remember that trust is an important part of making a sale.
14. Assuming That You Don’t Have to Market: Nike is one of the most recognizable           brands in the world and one of the largest advertisers investing millions of dollars annually     into marketing efforts.  Even if you have the best, most innovative product in the world,           people won’t be lining up at your doorstep to buy it if they don’t know about it.
15. Assuming That Marketing Has to be Expensive: You don’t need to pour the amount     of money into advertising that Nike does if you are not Nike.  Many advertising firms like           G&W can charge by the project now matter how small like sending out a mass press release or creating a pay per click ad on Google or Facebook.

Be Sociable, Share!

•