January 10, 2012
Marketing is not the same now as it was 5 years ago. You have more options than ever and you likely have a smaller budget than you need or want. What does your marketing plan look like for 2012?
Gone are the days where your marketing plan could consist of dropping $10,000 for a year in the Yellow Pages while you sit back and listen to the phone ring. Options for how to spend your marketing dollars and time have exploded in the past 5 years. You can actually spend more money on free marketing now than you spent 10 years ago in the Yellow Pages(1).
Cleverness is the new big
So what does this mean for you in 2012? Small business owners, marketing directors and anybody touching the vast spidery tendrils of marketing will need to be more savvy and knowledgeable in using the marketing time and dollars allocated to you. Throwing more money at an ad to get a bigger spot is no longer acceptable. Cutting through the marketing hype and cleverly using the tools at your disposal is the way of 2012. This ability to wisely choose what to do will put you one more step ahead of your competition.
Three marketing ideas to get excited about this year:
- Vehicle Wraps – Some compelling reasons exist for us including this on our list, and not just because we wrap a lot of cars and trucks. Compared to radio, TV and billboards, car and truck wraps are ridiculously inexpensive. Roughly $3,000 will get a wrap on a decent sized vehicle like a small box truck or a minivan.(2) When was the last time you spent only $3K on a billboard, and how long did that last? Also, vehicle wraps grab your attention. The vehicle could be in a parking lot or driving down the road and people will turn to look. I love driving in one of our wrapped vehicles and watching drivers and passengers mouth the words ‘Sign-A-Rama’ as they read what’s on our wrap.
- Social Media Marketing – Fragmentation. That is going to be the name of the game in 2012. Social Media fragmentation. I won’t be so bold as predicting the fall of Facebook or the toppling of Twitter, but I will say that knowing where your customers are and being consistent in reaching them will be crucial in the effectiveness of whichever platform(s) you choose.
- Face-to-face – Yep, get out of the office, meet at your favorite coffee house, tea house, ice cream shop or pub, and take an active interest in someone else’s business. When you are with this person, don’t take out your cell phone (unless you’re showing baby pics). Show that person they are valuable by refusing to be distracted by your phone.
What will you do in 2012? Will you do the same things you’ve done in the past? Will you try something new? A little mix of both? Let me know in the comments.
1. If you made $30K a year (source: http://en.wikipedia.org/wiki/Evansville,_Indiana), spending roughly 3 hours a day out of your standard 8 hour workday on ‘free’ social media like Facebook and Twitter would get you beyond $10K for the year. Our largest ad (half page) in the Evansville AT&T Yellow Pages, we were spending roughly $1200/mo. I know, right? ouch.
2. Need an actual quote on vehicle graphics? Give us a call at 812-477-7763 and we’d love to talk through some options with you.