• support@bizmanualz.com
  • Home
  • Contact Us
  • About Us
  • Help
  • My Account
Policies and Procedures SOP Manual Template WordPolicies and Procedures SOP Manual Template WordPolicies and Procedures SOP Manual Template WordPolicies and Procedures SOP Manual Template Word
  • Policy
    Procedure
    Manuals
    • CEO 9-Manual Set-45% Off
    • CFO 5-Manual Set-34% Off
    • Policy Procedure Software
    • Accounting Manual
    • Finance Manual
    • IT Policy Manual
    • HR Policy Manual
    • Sales Marketing Manual
    • ISO 9001 Quality Procedures Manual
    • AS9100 D Quality Procedures Manual
    • ISO 22000 Food Safety HACCP Manual
    • Production Operations
    • Medical Office Procedures
    • Nonprofit Procedures
    • Construction Procedures
  • Best
    SOP
    Software
  • Free
    Procedure
    Samples
  • How To
    Business
    Articles
    • Save Time Writing Procedures
    • Write Better Policies
    • Writing Procedure Manuals
    • Write Better Procedures
    • Strengthen Your Financials
      • Set Better Objectives
      • Tighten Accounting Controls
      • Improve Company Governance
      • Simplify Compliance
      • Reduce Business Risk
    • Improve Quality
      • Obtain ISO Certification
      • Make a Process Map
      • Implement ISO Quality
      • Improve Quality
      • Improve Management Systems
      • Increase Customer Satisfaction
      • Make Your Business Lean
      • Making Change Easier
    • Solve Business Problems
      • Organize Your Business
      • Business Startup
      • Be a Better Boss
      • Empower Employees
      • Grow Your Business
      • Find Business Improvements
      • Increase Innovation
    • Improve Business Processes
      • Better Sales and Marketing
      • Better Project Management
      • Improve Business Communication
      • Improve Internet Marketing
      • Improve Your Hiring Process
      • Improve Your Social Media
      • Improve Your Training
      • Improve Employee Health and Safety
      • Better Disaster Security Planning
    • Leverage Technology
      • Automate Policy Management
      • Improve Your Social Media
      • Increase Productivity
      • Analyzing Business Data
  • Lean ISO
    Consulting
    Training
    • Improve Your Training
    • Customer Testimonials
    • ISO 9001:2015 Classes | Internal Auditor Training St Louis MO
    • ISO 9001:2015 Classes | Lead Auditor Training St Louis MO
    • ISO 9000 Help | Lean Consulting Training St Louis MO
    • ISO Writer | Writing Policies and Procedures Training Class
    • Lean Training Class St Louis MO
    • FREE Quality
      Audit* Offer
0

$ 0.00

✕

Marketing Tactics: the Medium or the Message?

Categories
  • Better Sales and Marketing
Tags
  • Business Plans
  • marketing
  • marketing tactics
  • message
  • tactics
Tactical Marketing

What exactly is marketing? More specifically, what are marketing tactics? You don’t have to look far to find some very complex and verbose definitions of marketing. Typically these definitions are filled with meaningless platitudes and clichés like “proactively adding value.” A more simple, practical, yet worthy definition of marketing describes its basic mission: getting the right message to the right people.

Marketing Tactics

Marketing tactics is what follows marketing strategy in the marketing and sales plan section of your business plan. Although tactical marketing is about the message, focusing too much on the marketing message can cause you to lose sight of marketing 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?

Whether to think of marketing as an art or a science has been a recurring question. Though semiotic scholars may disagree, there is an indefinable artistic slant to creating great content, as there is to the intuitive feel of knowing what works and what doesn’t. Even a marketing veteran, however, can have trouble predicting what message will be effective. Should selecting and employing the methods to convey the message be left to chance as well?

Set the Right Priorities

Consider the marketing tactics of a direct mail campaign. What is the most important component of your direct mail effort? Is it the list used, how creative the enclosed content is, or the offer that is made? Many small to medium businesses lacking direct mail expertise or experience use a backward approach. They spend lots of time, effort, and money on creating attractive content like a colorful letter and a glossy brochure. Then they spend little resources in obtaining the right list or crafting an offer that appeals to the audience. They have their priorities confused.

There is an old rule of thumb used by experienced direct mail professionals known as 60-30-10. Sixty percent of direct mail response is a result of using the right list. Thirty percent of responses are because of the offer. Only ten percent of responses are due to the creative content in the package. That is not to suggest you can send out sloppy, unprofessional content, but frequently an inordinate amount of effort is put into crafting creative and appealing content, which matters very little if you’re not mailing it to the right people.

Select the Best Tactic

One of our consultants worked with a client on improving their sales cycle process. The client was about to start a direct mailyour message campaign to drum up some business. This direct mail effort, as well as participating in a few trade shows, was going to use up most of their marketing budget. As the consultant interviewed the client, asking pertinent sales and marketing questions, it became clear that using direct mail campaigns made little sense for them.

The client operated a niche business that sells “build to specification” specialty equipment, so buying a good list of prospects was very difficult, especially a list of thousands that are typically needed to achieve the numbers required for a direct mail campaign. Plus, the client described an expected 5% response rate in order to achieve their goals for cost per lead and cost per sale. Not realistic numbers by most direct mail standards.

Even more interestingly, when asked where most of their current leads came from, the client responded “from the Internet.” While the company had a decent web page, they put almost no effort into actively using the Internet to generate leads or increase sales.

For a niche business like theirs, where prospects can be hard to find, putting more effort into Internet marketing made much more sense than a direct mail campaign. In our current environment, the Internet is frequently used by consumers and businesses to find specialty products and services. In this instance, the client really should be using a substantial part of their marketing budget to ensure potential customers find them easily on the Internet by employing organic search engine optimization and pay-per-click campaigns.

The company recognized the good advice, and they are now in the process of shifting tactics in order to get more value from their marketing budget.

Be Reflective in Creating and Monitoring Your PlanPlanning Tactical Marketing

No matter which marketing tactics make sense for you to employ, the same principles apply. Create a clear and reflective plan that includes setting realistic goals that align with the overall business goals and strategies. Be aware of the impact on the marketing budget, and pay attention to the important ratios such as cost per lead and cost per sale. Plus, understand where the priorities are and then apply the money and effort accordingly, as we learned in the 60-30-10 rule. The most creative radio spot ever made will not be effective if it is not heard by the right audience.

Do some research and reflect on how theory and recognized best practices can be applied through tactics that make the most sense for your business. Use the Plan-Do-Check-Act process approach to create a coherent plan, measure the results, then analyze the results to understand what they mean and make the appropriate corrections.

Bizmanualz Sales & Marketing Procedures Manual applies the Plan-Do-Check-Act approach to several aspects of marketing, including Marketing Planning, Marketing Tactics, as well as to Sales Operations, and Sales and Marketing Administration.

Share

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Products

  • AS9100 D Quality Procedures Manual AS9100 Quality Procedures Manual Rev D | ABR217M Aerospace Quality Procedures Manual $ 395.00 $ 297.00
  • Accounting Policy Procedure Manual MS-Word Template Accounting Policies and Procedures Manual
    Rated 4.47 out of 5
    $ 495.00 $ 397.00
  • Finance Policy Procedure Manual Finance Policies Procedures Manual | ABR42M
    Rated 4.20 out of 5
    $ 495.00 $ 347.00
  • it standard operating procedures IT Policies and Procedures Manual
    Rated 4.50 out of 5
    $ 495.00 $ 397.00
  • Human Resources HR Policy Procedure Manual HR Policies and Procedures Template | ABR41M
    Rated 3.89 out of 5
    $ 495.00 $ 347.00
  • Sales Marketing Policy Procedure Manual Sales Marketing Policies and Procedures Manual | ABR44M
    Rated 4.00 out of 5
    $ 495.00 $ 347.00
  • Security Policy Procedure Manual Security Policies and Procedures Manual $ 395.00 $ 297.00
  • Disaster Recovery Policy Procedure Manual Disaster Recovery Planning Manual
    Rated 4.00 out of 5
    $ 395.00 $ 297.00
  • ISO 9001 Procedures ISO 9001 2015 Procedures | ABR211M
    Rated 4.60 out of 5
    $ 495.00 $ 347.00
  • ISO 22000 Food Safety Procedures Manual ISO 22000 Food Safety Procedures Manual | ABR213M
    Rated 3.83 out of 5
    $ 395.00 $ 197.00
 Free Sample Policies Procedures

accounting automation brand identity business business process change communication compliance Covid customer cybersecurity data data analytics digital marketing Ecommerce email employee hiring ISO 9001 lean management marketing metrics online policies policy procedures process productivity project management quality remote work risk security SEO social media software startup strategy team technology tools training website writing

Get to Know Us

About Bizmanualz

Our Customers

Our Contributors

Featured Products

Business Manual Products

OnPolicy Procedure Software

FREE Policies and Procedures

Privacy Policy

FAQs

Risk Free Guarantee

Process Improvement

Contact Us

Top Business Blog Posts

What is a Procedure?

What are Policies and Procedures SOPs?

What is the Purpose of a Procedure Manual?

What is the Difference Between Policies and Procedures?

How to Create a Standard Operating Procedure

What are the Top 10 Core Business Processes?

Are Procedures the Same as Work Instructions?

What Business Policies Does Every Company Need?

How to Start Writing Policies and Procedures

Business Procedures

Accounting Manuals Template

Finance Procedures

HR Procedures

IT Policies and Procedures Templates

Sales Marketing Procedures

Quality Assurance Policy Statement and Procedures

Medical Office Procedures

Employee Handbook Manual

Aerospace Procedures

Food Safety Procedures

Security & Disaster Plans

Production Procedures

Procedure Writing Guide

Featured Manuals

  • Alt Text CEO Bundle and Document Management Software Package $ 2,495.00 $ 1,857.21 one time, and
    $ 990.00 / year
  • St. Louis ISO auditor training class ISO 9001:2015 Classes | Lead Auditor Training St Louis MO $ 2,395.00 – $ 3,270.00
  • Standard Operating Procedures (SOP) 9-Manual CEO Company Policies and Procedures Bundle | Save 45%
    Rated 4.29 out of 5
    $ 2,495.00 $ 1,997.00
  • CFO Responsibilities Financial Accounting Procedures 5-Manual CFO Internal Control Procedures Bundle| Save 34%
    Rated 4.58 out of 5
    $ 1,695.00 $ 1,497.00
  • AS9100 D Quality Procedures Manual AS9100 Quality Procedures Manual | ABR217M Aerospace Quality Procedures Manual $ 595.00 $ 499.00
Copyright ©1999-2023 Bizmanualz, Inc. All Rights Reserved | Sitemap | Privacy Policy
0

$ 0.00

  • Home
  • Contact Us
  • About Us
  • Help
  • My Account
✕

Login

Lost your password?

Create an account?

Go to mobile version