Are You Doing Enough All At Once?
These last few months have been some of the busiest months of my business life. With the completion and publishing of my book, as well as numerous other initiatives we’re undertaking here at Flourish Press, we’ve been testing a marketing principle, almost by accident – or maybe more accurately – out of necessity. But it’s one I think you would benefit from.
Let me give you some context. Starting in January of this year, after a long hiatus, we started sending targeted, sequential, multi-step direct mail campaigns. At the same time we started delivering our newsletter as a physical, mailed piece. Simultaneously, we updated our corporate website and my personal site, engaged the big five social media networks and started the process of building the marketing and launch campaign for my new book. Along with that, the RIMproReport broadcast was consistently produced, and we focused more on our client communications.
And while these activities were done out of necessity on our part, it’s worth sharing why it matters to you and what happened as a result so you can benefit and use it in your own business.
The marketing success principle I’ve uncovered through these busy past few months is actually a combination of principles:
- Engage massive marketing actions
- Compress these actions into a short defined period of time
- Simultaneous marketing actions vs. single “one-off” actions or just sequential actions
- Combine different media and tactics
- Use different marketing initiatives, with different goals, stacked on top of each other to have the multiplied power and affect
There is a tendency to place marketing activities as the last item on our agenda. And often, when we do engage them, we tend to do a little at a time. But in my recent experience, I have seen overwhelming evidence to support the use of massive, compressed-in-time, simultaneous, multi-media and multi-initiative marketing as a secret weapon to leverage and use again going forward.
This kind of marketing is really only viable within a niche, targeted prospect marketplace. If you are trying to market to everyone instead of to a select group of “someones,” this approach will not serve you well – unless, of course, you have sufficiently deep pockets to sustain the fiscal requirements that this type of marketing demands.
So, as you consider what I have just described, the question for you is this. Are you doing enough marketing all at once? Are you creating for your business an overwhelming presence in your prospect marketplace that demands they take notice of you and what you can do for them? Are you organizing and executing to show up like no one else?
This kind of marketing will no longer be an accident for me. I hope it won’t be for you either.