More on Sales and Marketing Tactics

Bizmanualz Solutions

Question of the month: When executing your marketing tactics, is the message more important or the medium?

The highlight of this month was the formal launch of our newest procedure manual – the Sales and Marketing Policies, Procedures and Forms. For the past several weeks, we have talked about using the process approach to manage your sales and marketing activities. The new Sales and Marketing Procedures Manual lets you do just that.

Marketing Tactics – The Medium or the Message

While crafting a message is important, focusing too much on the message can cause you to lose sight of priorities. A lot of expense and creative effort are put into crafting eye-catching visuals accompanied by just the right phrase or slogan. But does it really matter how great your message is if it doesn’t reach the right people?

The Key[word] to Internet Marketing

Internet marketing can be divided into two very distinct areas, and any business that is serious about success should be making efforts to effectively employ both of them. Essentially, one is a natural or unpaid campaign, while the other is a paid one. Although there will be a significant amount of overlap between the two, how you apply keywords in Internet marketing for the two approaches will be different.

The New Sales and Marketing Procedures Manual

The Sales & Marketing Procedures Manual addresses strategic sales and marketing issues through a process approach. It not only provides an operational and planning framework for the organization’s sales and marketing functions - it also allows those two key departments to coordinate better to leverage each other’s strengths and manage the sales and marketing pipeline.

Read more about the new Sales and Marketing Procedures Manual…

You may notice a recurring theme in the above discussions. It is the concept of making a plan, executing the plan while measuring key performance indicators, then reflecting on what the measurements mean and using them to find ways to improve. This is the continuous process improvement philosophy that Bizmanualz uses as a lynch pin for all of its business improvement line of products. The new Sales and Marketing Procedures Manual is no exception!

On That Note

Answer to this month’s question:

Surprise, surprise! The answer is – you need to balance both! If your goal is purely brand recall and name buzz, then the message may seem more important. But what good is the message if it doesn’t reach the right audience? Similarly, if your goal is to reach a specific demographic group, then the medium may be more important. But, then again, what good is the medium if the message is not crafted right? So, ultimately, you have to create the right mix. If your target demographic is college students, then the Internet may be a more effective medium for you. So, no matter how good your message is, if you use the evening news, then you are not going to reach your college students.

Please feel free to contact us with any questions or comments. Also, please let us know if you’d like any specific topic addressed in our future articles.

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