Below is an article I wrote in 1996 for the company newsletter at Scholin Brothers Printing Company where I worked from 1995-1998. I came across this recently and was impressed with how timely it still is. It is a great reminder that as much as the tools of marketing evolve, the fundamentals remain the same: great marketing begins with a great Product.
Marketing ROI: An Essential Tip
Marketing ROI is a hot marketing topic and regular point of discussion with our clients. Of course the pure definition of all marketing efforts is to drive sales. If the cost of our marketing efforts outstrips all income generated, then what’s the point? That is why Abra’s marketing programs always have a measurement component to track results and return on our client’s marketing investment, as should yours.
“Never underestimate how invisible your business is.” – Kurt Hoffmann
Just speaking from personal experience, it’s amazing to me how I will drive a certain road for years before finally noticing a business I drove by every day. It can be the most random incident that finally makes me take notice, but suddenly I’m a regular customer.
What a failure of marketing that a business that 1) I fully appreciate and makes my life better and 2) is conveniently located somehow stayed off my radar for all that time. What is the cost of that to that business?
So here is the opportunity for businesses: do whatever you can to get people into your business.
Next time you’re out hiking, take a moment to ponder the path. That space was once uniform wilderness and obstacles. Someone forged a path and now, people can’t help but follow it, further establishing the flow it has created it.
Last week, we introduced you to the basic importance of using photos in your marketing. This week we’ll go over some of the ways at Abra Marketing that we use photos in our marketing to create interest, and have an impact.
What you have to say with your marketing message is incredibly important, but the quality of your message wont matter if no one is listening. In the age of Instagram and photo blogging, great photographs have become even more of an essential part of marketing. Chances are, if there isn’t an eye-catching image, you wont be catching any eyes.
I started Abra Marketing in November of 1999 in Santa Rosa, California. As we enter the month of our founding, I celebrate the 14 years we’ve been at this marketing thing. I also can’t help but think about the marketing basic of Persistence.
I’ve talked about the P’s of marketing, which you’ll learn in any Marketing 101 class, but to which I’ve added my own P’s over the years.
One of those added P’s is Persistence. Quite simply, there is a time factor to marketing. The longer you can keep your business out there and going, the more you will build an equity of awareness and customers. Persistence as a Marketing tool works especially well for companies that have achieved true quality in their product or service.