Direct Marketing Programs Should Not Be One Hit Wonders
We’ve all heard of “One-Hit-Wonders”. Those are the singers or bands that managed to produce one song that was good enough (or strange enough!) to make a big splash. Unfortunately (or in some cases, fortunately) they were never able to reproduce that success. Some of them simply moved on to other careers. Others still sing their same song in third-rate nightclubs. One song does not make a career.
Businesses sometimes have that same experience marketing their goods and services. Often that happens when they focus on the project rather than on the direct marketing program. Good marketing is the result of knowing and understanding your audience (who they are and what they need)—and then figuring out how to reach them with a message that lets them know your company can meet that need. Good marketing recognizes that you may have to try several different methods before your audience hears your message.
Unfortunately, many businesses get hung up on creating something clever or cute, or they focus on a gimmick to get people to notice them. They may make a splash with their first effort, but then there’s no follow up. When there’s no more attention, they give up claiming that (direct mail/email/web/social media) marketing doesn’t work. They’re the business equivalent of a “one-hit-wonder.”
Successful marketing doesn’t have to be hugely expensive, but it does require thought and work—and time. We’d love to talk to you about how to avoid the “one-hit-wonder” syndrome.
Have any “one-hit-wonder” stories you’d like to share?