A marketing channel does not become useless because it has been around for a while. A brochure can help close a sale. A digital ad can waste money. What matters is the audience, message, timing and result.
These are the habits worth retiring.
1. Buying reach without checking relevance
Before buying a directory listing, publication ad or sponsorship, ask who it reaches and why those people would need you. A large audience is not automatically the right audience.
2. Sending everyone the same offer
A first-time buyer and a loyal customer have different questions. Make the offer fit the situation, and use appropriate permission for direct marketing. Purchased contact lists are not a shortcut to trust.
3. Treating print and digital as rivals
A useful postcard, window graphic or brochure can lead to a focused web page. Keep the message consistent, include a readable URL and test any QR code in its final printed size.
4. Measuring activity instead of outcomes
Leaflets distributed and ad impressions tell you something about exposure. Also track qualified enquiries, bookings and the margin left after campaign costs. Ask customers how they found you.
5. Keeping listings on autopilot
Check your opening hours, services and contact details wherever customers find you. For eligible businesses, a complete and accurate Google Business Profile supports local visibility. Do not pay for an old listing simply because it renews every year.
6. Committing before testing
Start with a manageable print quantity or a capped advertising test. Define success and a review date in advance. Scale the ideas that bring suitable customers at a cost your business can carry.
Your next move: Review your last three campaigns. Keep the channel that earned its place, fix the message that confused people, and stop the activity you cannot justify.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!