Attention Getting

Small Business Marketing Strategist

Category: My Marketing Advice (Page 17 of 26)

How to Get Publicity for Your Business by Pitching Attention Getting Headlines

March 5, 2015 /

attention getting headlinesWant to know how to get publicity for your business by pitching attention getting headlines.

When you are trying to get publicity for your business, I have always said you have to pitch a story, not a product. Essentially, you want to give a potential headline to a writer or editor, and the more grabby (and timely) the better.

The print and online world is inundated with content, so attention-getting headlines have to stand out among the noise. Why make the writer come up with one on their own, when you can do part of the work for them. How do you get that headline? Try looking at current ones.

 

Products or Services Attention Getting Headlines

Maybe you want to get press for one of your products. Certain publications do product reviews or will write about a product that is innovative or cutting edge (i.e. Apple) but if you really want to get your product mentioned as part of an editorial, you need to give a story idea and then mention how your product would fit the story. Below are real headlines from popular blogs that might inspire you:

  • The Jackets You’ll Want To Wear All Spring (Refinery29)
  • 18 Dream Items to Punch Up a Master-Bath Wish List (Houzz)
  • 15 Easter Kids Outfits That Get the Celebration Started (Popsugar Moms)

attention getting headlines

Business Attention Getting Headlines

If you do have an innovative product, service or invention, or your business has enjoyed some recent success or accomplishment, that can be newsworthy to a writer, if you give the right headline, like these:

  • Forget Apple Pay. A Michigan startup says what you truly need is a Buetooth-enabled supercard (Mashable)
  • How This Entrepreneur Reworked His Business Idea in the Face of Financial Armageddon (Entrepreneur)
  • This Couple Ditched Their Tech Jobs to Pursue Their Passion for Beer (Business Insider)
Quirky Attention Getting Headlines

You know that I have always said the “quirky” or “unusual” will always get press. Here are some ideas for these types of stories:

  • 13 of the Most WTF Maternity Tops Ever Made (Buzzfeed)
  • 25 Books to Get You Through a Quarter Life Crisis (Bustle)
  • The 20 Most Amazing Things Only Rich Jerks Can Afford (Cracked)
Newsworthy Events Attention Getting Headlines

You also want to pitch headlines that are timely, based on upcoming events, current pop culture or trending topics.

  • The 3 Best Drugstore Sunscreens for Spring Break (College Fashion)
  • 50 Shades of Grey Activewear for the Gym (Shape)
  • The Best Way to Celebrate National Cherry Month (LONNY)
How to Write the Pitch

Now, if you have your headline, you are ready to write the email pitch. Keep it short as editors will not read a long winded pitch. For example:

Hello {name of writer or publication}

I see that in your April issue you will be focusing on Spring Fashion Finds for Kids. I was hoping that if you were planning any articles such as “Easter Dresses for Girls Under $100” that you would consider including my best selling lavender tutu dress for girls available at my online shop below:

{link to product}

Just $45, the dress comes in sizes 6x to 12 and is perfect for any spring event. 

Thanks so much for your consideration.

Mary Smith

www.kidsdressshop.com 

It’s that easy. Good luck pitching your business. If you need help, I do offer a very affordable publicity pitch writing service.

My Most Popular Posts

© 2012-2015 Gail Oliver. All rights reserved. Attention Getting Headlines. 

Quirky Promotional Ideas That Get Attention for Your Small Business

February 25, 2015 /

quirky small business promotional ideasTime for some creativity with some quirky small business promotional ideas.

Last week the International Culinary Center in New York City recreated 10 of the most iconic Oscar dresses from the last several years in the form of decadent cookies (yes, that is a cookie on the right in the photo).

This idea of theirs got coverage by every major news outlet from USA Today to ABC News because it was timely (the Oscars were in the news) and it was quirky. The media is always looking for these types of stories and it can really help to get attention for your small business if you come up with the right idea.

My Quirky Promotional Idea for a Client

When I was doing a consultation for an outdoor garden center last year, they were looking for ways to get more traffic to their business, which was not really near any main streets of traffic.

I came up with an idea for them to make a giant topiary of a bunny, place it at the entrance of the business and publicize it as a great Easter photo opportunity for families (for free).

This idea works in so many ways:

  • It relates back to what they sell (outdoor garden center).killer promotional ideas
  • They were trying to get more families to visit the center.
  • A giant bunny will definitely get the attention of drivers passing by, especially if they light it up at night.
  • It is something the local press will want to write about.
  • If people pose with the bunny and post to social media, they tag the business giving them exposure to even more people.

It was a huge success by the way!

Upcoming Events To Use for Publicity

So capitalizing on popular events and holidays like the Oscars and Easter is not a new idea, but you do need to come up with a novel approach to make it newsworthy. Here are some other upcoming events in the next 2 months that have great PR potential:

  • Disney’s Cinderella movie (March 13th)
  • St. Patrick’s Day (March 17th)
  • First Day of Spring (March 20th)
  • Mad Men Final Season Premiere (April 5th)
  • Coachella Music Festival (April 10 – 12, 17-19)
  • Earth Day (April 22nd)
Social Media Events To Use for Publicity

It seems like there is a national day for everything, but these types of events (although some are silly) do trend big on social media:

  • National Oreo Cookie Day (March 6th)
  • National Pi (3.14) Day (March 14th)
  • National Mom and Pop Business Owners Day (March 29th)
  • National Beer Day (April 7th)
  • National Pet Day (April 11th)
  • National Talk Like Shakespeare Day (April 23rd)

If you would like me to come up with a creative promotional idea for you, just book a phone consultation! or try my 12-Month Marketing Plans are essentially marketing to do lists, but much more detailed and specific to your business. They will help drive more traffic and sales, without spending a lot of money.

More Articles

© 2012-2022 Gail Oliver. All rights reserved. Quirky Small Business Promotional Ideas

How to Promote Your Business Locally

February 18, 2015 /

how to promote your business locallyI recently discovered some easy ways on how to promote your business locally.

Back in the fall when I was on vacation in Vermont, we went to a local restaurant for breakfast that all the tourists go to. Since I am always on the hunt for clever marketing ideas, I was impressed to see that the coffee mugs the restaurant was using all had ads on them for other local businesses that would be of interest to tourists. Pretty smart. The restaurant sells ad space on their mugs as an additional source of revenue and other local businesses get directly in front of their target market.

When I was at a popular indoor water park resort this past weekend (I really don’t travel that often) I was looking around and saw so many opportunities for the resort to sell some untapped ad space – on the white towels they hand out, on the giant refillable beverage mugs they were selling, to even putting peel off ads onto the rental locker doors (they really should hire me).

So many great advertising opportunities for local businesses that want to get in front of tourists, not to mention more money for the resort. How to Promote Your Business Locally

Therefore, have you thought about:

  • how your small business can advertise locally with opportunities such as these?
  • if you have a brick and mortar business, how it can earn additional revenue by offering advertising and promotional opportunities for other businesses?
Next Steps to Advertise

Simply approach any popular local business, look around and then ask if there is an opportunity for you to advertise your business and what they would charge. Maybe it is leaving cards at their counter, or giving them a clock to display that has your business name on it, like the one above.

Advertising Opportunities Your Business Can Offer

If you have a bricks and mortar business of some kind that gets lots of traffic, look around to see what potential ad space you have.

Bars are a great example, as beer companies put their logos on everything from lit wall signs to coasters to bottle openers. This is space you can sell (or at least get another business to supply for you, saving you money).

Some other advertising ideas:

  • Maybe you’re a restaurant that caters to students. You could put out table cards that advertise a local teen clothing shop.
  • Maybe you’re a popular coffee shop frequented by small business owners. Ask a local graphic design firm if they want to advertise on the face of a giant wall clock that hangs in the shop.
  • Maybe you’re a dentist with a large kid clientele. Ask a local store that sells kids products if they wish to advertise on the bag that holds the new toothbrush and floss handed out to each patient.

Only have an online business? Create a free download that has advertisers, such as a calendar. Offer to include business cards in packages you ship out to customers. The point is, get creative and you can make more money!

How to Promote Your Business LocallyMe in the Press!

I am quoted in the March issue of Success Magazine, an article entitled “All-You-Can-Eat-Marketing“, on newsstands now. Check it out! 

My Most Popular Posts

© 2012-2015 Gail Oliver. All rights reserved. How to promote your business locally. 

Should You Rent Products Instead of Selling Them?

January 22, 2015 /

Should You Rent Products Instead of Selling Them?

There has been a growing movement towards consumers renting and not buying certain types of merchandise. Renting houses and cars has long been a common occurrence, but new types of products are now making an impact in the rental market.

The success of the online shop, Rent the Runway has encouraged the renting of pricey, trendy clothing that tends to go out of style faster than people can afford. It makes sense that with technology and styles constantly changing, and or limited space to house items, consumers may not want to invest in items that don’t have a long life.

should you rent your products instead of selling them

Wedding, Kids & Tech Items All Have Rental Potential

Men have long rented tuxedos for weddings, so it would only make sense that a bride could rent her wedding dress. For most women, it means getting the couture dress of their dreams, for a fraction of the price (you really do only wear it once).

Think of all the money that goes in purchasing items for a new baby, from a crib to a high chair to a stroller, these are all fairly high ticket items that only have a life span of a few years (depending how many kids you have).

What about the cost of cell phones? How often have you paid $800 for the latest phone only to find out a new version will be out within the year. If the average life span of a cell phone for an early adopter (the person who always has to have the latest and greatest the second it comes out) is only a year, even if you rented your cell phone for $50 a month, you would still be saving money ($600 for a year rental versus an $800 flat fee).

Ideal Rental Products
  • Apartment furniture
  • Dorm/college furniture
  • Wedding jewelry
  • Wedding dresses
  • Flower girl dresses
  • Prom dresses
  • Kids bikes
  • Baby/kids clothing
  • Baby equipment
  • Boats/snow mobiles / ATVs
  • Lawn tractors/snow blowers
  • Big screen TVs / gaming systems
  • Laptops / tablets
  • Smart phones
  • Trampolines

So think of what you sell and if there is any way it can lend itself to the rental market, providing that it is still profitable for you. It does haven’t to be your main business, but a side aspect to the business for those who want it.

My Quick Tip of the Week: Do you sell products online that are suited for a couple’s wedding registry? Zola.com is the leading online wedding registry (projecting sales of $40 million for 2015) and they allow couples to add products to their Zola wedding registry from any online site.  So, you can encourage customers to add your products to their Zola wedding registry, simply by using the “Add to Zola” button available at their website.  You can also apply to sell on Zola, just email vendors@zola.com.

My Most Popular Posts
About Me

A 20+ year marketing professional, small business consultant, ebook author & blogger, my advice has been featured in the NY Times, Success Magazine, American Express, Yahoo Finance, Go Banking Rates, Big Commerce, Business2Community to name a few – so this is professional advice you can trust! Read more about my services, products and marketing plans.

I have consulted for thousands of small businesses since 2012. It really does help to talk to someone who is objective to get a new, but professional, perspective. I have also written publicity pitches for clients that resulted in them being featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride,– just to name a few. More about my Publicity Pitch service.

© 2012-2015 Gail Oliver. All rights reserved. Should You Rent Products Instead of Selling Them

New Year Promotional Marketing Idea

January 15, 2015 /

new year marketing promotion ideaNeed a cool new year promotional marketing idea? Every year people tend to make the same new year’s resolutions:

  • Lose weight
  • Get fit
  • Save money
  • Eat better
  • Get out of debt
  • Get organized
  • Look better

The start of a new year means a fresh start for many people, and it is something your small business can take advantage of.

Marketing a “New Year, Fresh Start” Product or Service

For example, I saw this “Fresh Start” box from subscription box company Birchbox mentioned in a variety of print magazines that had this type of “New Year, New You” editorial:

New Year Promotional Marketing Idea

Now, I don’t know how many of these products actually suit the theme, but it doesn’t really matter. They have packaged it for a specific marketing purpose that is important at this time of year, so I bet it will be successful for them.

I like how the stores, CWonder and Urban Outfitters, below, capitalize on the new year to get you to update your home décor, another fresh start:

New Year Promotional Marketing Idea

New Year Promotional Marketing Idea

Again, it gets buyers thinking that maybe updating their decor will give them the new start they need, lift their spirits, make them feel like they are making positive changes, and so forth. It works on the psychology of why sometimes people buy (to make themselves feel better). 

A “New Year, Fresh Start” Marketing Pitch Can Apply to Any Business
  • A financial planner can capitalize on people’s need to save money, get out of debt, plan for their future, and organize their finances with a special, “Get our Financial Fit Plan for 2023”.
  • An orthodontist office can convince people to finally get their teeth straightened with a “New Year, New Smile” campaign.
  • A dietician can gain lots of new customers with a “Eat Right in 2023” marketing push.
  • A clothing company can hope women will invest in a new wardrobe with a “Ready to Revamp Your Look for 2023?” tactic.

Remember, people love the idea of “new” and making crucial changes to their lives, so figure out how your small business can capitalize on this time of year. Also, start planning a new year marketing promotional idea for 2023 now, so you can pitch to the print media in September/October with hopes of being included in their January editorial.

My Most Popular Posts
About Me

A 20+ year marketing professional, small business consultant, ebook author & blogger, my advice has been featured in the NY Times, Success Magazine, American Express, Yahoo Finance, Go Banking Rates, Big Commerce, Business2Community to name a few – so this is professional advice you can trust! Read more about my services, products and marketing plans.

I have consulted for thousands of small businesses since 2012. It really does help to talk to someone who is objective to get a new, but professional, perspective. I have also written publicity pitches for clients that resulted in them being featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride,– just to name a few. More about my Publicity Pitch service.

© 2012-2015 Gail Oliver. All rights reserved. New Year Promotional Marketing Idea

Why Your Small Business Should Participate in an Instagram Weekend Hashtag Project

January 8, 2015 /

instagram weekend hashtag projectInstagram is hands-down, the hottest social media site of the moment.

Now, unlike other social media sites, Instagram does something pretty cool. They actively promote their users, for free.

One way they do so is with their Instagram Weekend Hashtag Project that could expose your small business to their 280 million followers.

What is the Instagram Weekend Hashtag Project?

Every Friday, Instagram announces their Weekend Hashtag Project where they ask users to submit photos based on a designated theme with a designated hashtag so they can find your photos.

Instagram Marketing Tips

Why This Is a Good Opportunity for Your Small Business

Instagram chooses their favorite photos from the competition and every Monday features them on their blog, meaning big exposure for those chosen. How so? In addition to being featured on their blog:

  • They also share the Instagram names of their top choices on their Instagram profile, to their 280 million followers.
  • Instagram will tweet out their favorite entries, to their 37 million followers.
  • They post their favorite entries on their Facebook page, to their 60 million fans.

This is a lot of free exposure. But stick to the theme if you are going to participate; don’t use your photo to blatantly promote your business or you will unlikely be selected.

I kept tabs on a photographer’s Instagram profile that was recently featured on their blog and social media sites and he gained over 3,000 followers in just two hours. And that is just followers, who knows how much traffic it drove to his profile.

Some of Instagram’s Recent Weekend Hashtags Projects
  • #WHPresolutions2018, which asked participants to take creative photos and videos that symbolize their resolutions for the year ahead
  • #WHPfeelslikehome, which asked participants to take creative photos and videos that capture the feeling of being at home
  •  #WHPfairytale, which asked participants to capture creative photos that feel like scenes from a fairytale

If you are interested in participating in the Instagram Weekend Hashtag Project, simply follow @instagram on Twitter and look for a post announcing the weekend’s project every Friday.

My Most Popular Posts
About Me

A 20+ year marketing professional, small business consultant, ebook author & blogger, my advice has been featured in the NY Times, Forbes, Success Magazine, Yahoo Finance, American Express, GO Banking Rates, Big Commerce, Business2Community, SheKnows to name a few – so this is professional advice you can trust!

I sell online on Shopify, Etsy, Gumroad and on Amazon back in its early years. This, combined with my decades of marketing & business experience means I can advise, mentor as well as come up with creative new ideas for your business. It really does help to talk to someone who is objective to get a new, but professional, perspective.

I have also written publicity pitches for clients that resulted in them being featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride – just to name a few. Be sure to try my Publicity Pitch and other Marketing Services.

© 2012-2015 Gail Oliver. All rights reserved. 

3 Christmas Traditions That Turned Into Marketing Genius

December 8, 2014 /

marketing Christmas traditionsMarketing Christmas Traditions is definitely a thing.

I have been noticing that some tried and true Christmas traditions have been slightly modified to become hot and trendy product offerings in today’s marketplace, from ugly Christmas sweaters to Advent calendars to Santa photos. What holiday traditions can your business modify for marketing gold? Consider how these ones have changed:

The Ugly Christmas Sweater

How popular has the ugly Christmas sweater become? I actually gave an idea to one of my pet business clients a couple of years back to come up with an ugly Christmas sweater for a dog. What dog owner wouldn’t buy that? But now companies, recognizing the crazy popularity on social media, have taken this popular phenomenon and made it into other products.

The online fashion retailer, Top Shop, for example, raised the level of the ugly sweater and has a special section on their website entitled, Novelty Glam Sweaters (they even make it sound better), with slightly more fashionable designs.

Then there is also the Ugly Christmas Sweater Kit ($30 at Nordstrom) aimed at teen girls that still want to express their individuality.

Marketing Christmas Traditions

Advent Calendars

Advent calendars holding a small piece of chocolate for each day of December have been around since the 1950s. Then Lego got the brilliant idea years ago to come up with their Advent calendar and I went from spending $3 on a calendar to spending $50.

Other companies have jumped on the Advent calendar craze as well, from offering whisky (Drinks by the Dram) to nail polish (Ciaté London). It is a great way to get customers to try a variety of your products or introduce them to new ones. Plus, they are great for generating publicity for your business. Also read, Why an Advent Calendar is an Amazing Marketing Tool.

Marketing Christmas Traditions. 

Marketing Christmas Traditions

Santa Photos

Malls and photo shops have been doing the traditional photo on Santa’s knee since anyone can remember. However today’s malls have now decided to capitalize on the crazy success of the kid’s Disney movie, Frozen, and offer a winter theme Frozen experience in addition to their annual Santa photo, even encouraging young girls to come dressed in their Elsa or Anna dresses for the photo. Why didn’t anyone think of this years ago when the movie Elf came out? Recreating the scene from the toy store would be a big hit!

Marketing Christmas Traditions

Have I been able to inspire you for this Christmas? It is never to early to start thinking about how you can take a holiday tradition and make it work for your small business, even if just for the publicity it would generate.

My Most Popular Posts
About Me

A 20+ year marketing professional, small business consultant, ebook author & blogger, my advice has been featured in the NY Times, Success Magazine, American Express, Big Commerce, Business2Community to name a few – so this is professional advice you can trust! Read more about my services, products and marketing plans.

I have consulted for thousands of small businesses since 2012. It really does help to talk to someone who is objective to get a new, but professional, perspective. I have also written publicity pitches for clients that resulted in them being featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride,– just to name a few. More about my Publicity Pitch service.

© 2012-2014 Gail Oliver. All rights reserved. Marketing Christmas Traditions. 

Should Your Small Business Create an Annual Publicity Event?

November 28, 2014 /

 

annual publicity event small businessShould Your Small Business Create an Annual Event, Just for the Publicity?

Annual Publicity Event: Victoria Secret

Every year Victoria’s Secret, the lingerie store, creates a “Fantasy Bra”. This is a bra that they unveil at the end of their annual fashion show, and it is typically jewel encrusted and worth millions of dollars. The bra isn’t for sale, merely a publicity opportunity that they started in 2001 …. and it does get lots of press from television, print and online media. #VSFantasyBra even started trending on social media simply when they announced which model would be wearing the bra. That is how popular it has become.

Screen shot 2014-11-28 at 8.01.05 AM

Annual Publicity Event: Pantone

Next week Pantone will announce their color of the year. This isn’t a haphazard pick, but based on extensive interviews with fashion designers worldwide about which colors they plan to use in upcoming seasons, as well as sales of certain color swatches. Pantone’s announcement, which first started in 1999, has become an annual event that captivates not only the fashion press, but also the mainstream media.

So, would your small business benefit from an annual event, merely for the publicity it would generate? The key is to think of what it is you sell or offer, and how you can “own” it (so to speak) for an annual event. It can be in conjunction with a holiday or just the start of end of the year.

Here are Some Publicity Ideas to Consider:
  • A bar that annually runs a contest to choose its “Locally Brewed Beer for 2015”
  • A dental office that makes its yearly list of “Top 10 Celebrity Smiles”
  • A photography studio that sponsors the announcement of the first baby born in the new year with a free birth photo
  • A hair salon that chooses their “Hair Style of the Year”

Whatever event you decide to go for, simply pitch the story idea to your local press who is always looking for that fun, common interest story to write about. It may take a few years before the momentum for your event really takes off, but once it does you can leverage that local exposure into national exposure for your business.

My Most Popular Posts
About Me

A 20+ year marketing professional, small business consultant, ebook author & blogger, my advice has been featured in the NY Times, Forbes, Success Magazine, Yahoo Finance, American Express, GO Banking Rates, Big Commerce, Business2Community, SheKnows to name a few – so this is professional advice you can trust!

I sell online on Shopify, Etsy, Gumroad and on Amazon back in its early years. This, combined with my decades of marketing & business experience means I can advise, mentor as well as come up with creative new ideas for your business. It really does help to talk to someone who is objective to get a new, but professional, perspective.

I have also written publicity pitches for clients that resulted in them being featured in Real Simple Magazine, Apartment Therapy, House Beautiful, Vanity Fair, Houzz, Martha Stewart, Glamour Magazine, LONNY, DesignMilk, Emmaline Bride – just to name a few. Be sure to try my Publicity Pitch and other Marketing Services.

© 2012-2014 Gail Oliver. All rights reserved. Annual Publicity Event Small Business

Creative Business Signage Ideas

November 19, 2014 /

 

creative business sign ideasIn need of some creative business signage ideas?

I was watching an old Shark Tank episode last night, and it featured a pitch by a company that sells sign waving machines. So instead of hiring people to stand at the side of the road waving a sign for your business (if you are having a sale or special event), this is actually an automated spinning sign that does just that.

Four of the sharks were quickly out, but shark Lori Greiner made an offer because she felt the moving signs would be great for lagging retail stores. Then the four other sharks changed their mind, suddenly seeing its potential for eye-catching signage at open houses (real estate), sporting events, and more.

While I personally like it when companies think outside the box and try something new with an old medium, I do worry that once the novelty wears off, sign waving machines may join the balloons, flags, air dancers, giant inflatables, and people in costumes that also try to attention the attention of passersbys.

But it did get me thinking about a business’ signage and whether your signage is effectively getting you noticed.

Is Your Business Signage Effective?

Here are  some questions that you need to answer “yes” to, if you really want to have effective signage:

  • Is your sign visible from the road?
  • Is it readable from the road?
  • Is it well-lit at night?
  • Do you have signage on top of the building?
  • Does your signage project out from the building as well?
  • Do you have signage or text on your windows?
  • Do you use your business’ landscaping to display additional signage?
  • Do you use sidewalk sandwich board signs?
  • Do you use neon signs?
  • Do you have an awning with signage?

Creative Business Signage Ideas

Some Creative Ideas for Signage

If permitted by the by-laws where your business is located, here are some creative signage ideas to consider:

  • Try putting signage down the road from your business, to create anticipation i.e. Sunflower Cafe, just 60 feet ahead
  • Add seasonal and holiday decor to your regular signage, such as a garland or wreath
  • Add a probe light or blinking light to signage to garner attention at night
  • Consider having parts of your sign move, such as a hand waving
  • Consider a video screen as signage (think Times Square in New York) that can constantly change
  • Consider signage that has a digital display below for company announcements, the time and the weather
  • In the warmer months, carve your business’ name into a hedge or the grass

Don’t just put up a sign. Think of new ways to really draw attention to your business.

Need More Advice?

Please visit my Shopify and Etsy stores to see my small business marketing products and services.

You can also ask me a question at attentiongetting@gmail.com, follow me on Instagram for additional tips and learn more about me here.

More Articles

© 2012-2014 Gail Oliver. All rights reserved. Creative Business Signage Ideas 

Don’t Make This Common Marketing Mistake

November 16, 2014 /

by Gail Oliver, Marketing Consultant

When I was working for a software company, way back when, we hired a new CEO. The new CEO decided he wanted to make his mark on the company so he came to me, the Marketing Director, and said his first order of business was that he wanted to change the company logo. The company had a zillion other problems, but somehow he felt that changing the logo would make a huge difference. I convinced him it wouldn’t, because it was just change for the sake of change.

marketing mistakes

Change Only What is Not Working

This is how you know the difference between a true marketing professional and someone who really doesn’t know what they are doing. Changing a logo is bad for so many reasons not to mention the expense involved in discarding every document that has it on it and replacing it all with the new logo, but I won’t go into all that. My point is, you want to change ONLY what is NOT working. Just because you are not having the success you would like, does not mean everything you are doing is wrong.

If It is Not Broken, Don’t Fix It

I had a client the other day and normally I advise on SEO, but she was actually turning up on the first page of Google. She was getting a lot of traffic, just not converting the traffic into sales. So I did not advise on anything that would affect her SEO, but instead advised her on other changes I felt she needed to make that were likely causing the lack of sales. My point again, only fix what is broken. Change for the sake of change is not marketing and you risk actually making things worse.

JC Penney’s Marketing Change Mistake

A good recent example is retailer, JCPenney. When new executives took over they changed the store’s pricing structure, moving away from their weekly coupons and time-limited discounts to instead just offering lower prices all the time. It turns out the coupons and special offers was the one thing customers liked and sales took a nose-dive even further. The executives just assumed that because the company wasn’t successful anymore that everything needed to be changed, but that was wrong. Just change the things customers don’t like, it’s that simple.

Hope you liked today’s post! Feel free to let me know in comments.

Thanks for reading, 

Gail 

GB OliverWant to Know What Is and Is Not Working with Your Small Business? 

I would love to help your small business. Please see my Marketing Services page for a list of options, email me at attentiongetting@gmail.com or fill in the form below to discuss how I can advise your small business.

© 2012-2014 Gail Oliver. All rights reserved.

© 2012-2014 Gail Oliver. All rights reserved.

« Older posts Newer posts »

© 2024 Attention Getting

Theme by Anders Noren — Up ↑