After a marketing plan is in effect, business owners, for various reasons, desire to stop their marketing plan for their company. They may view marketing as a gimmick or believe they have already reached the level of success they desire--they become too comfortable. No matter the reason, stopping your marketing plan is a bad choice. Whether you are a small/large business or a marketing agency, these ten reasons will help you to continue (or help your customers continue).
In Jay Conrad Levinson's book Guerrilla Marketing, he explains ten reasons why you should not stop marketing. As I was reading his ten reasons I realized, a marketer trying to attract new customers or persuade existing customers to continue their marketing effort can also use these ten reasons as valid defense of objections. The ten reasons for continuing your marketing effort are as follows.
1. The market perpetually evolves--new prospects are continuously entering your sphere of influence so keep your marketing going!
2. People forget about your company quickly--repetition and a continuous presence allow you to remain relevant to your customers.
3. The competition will be relentless--if you stop, do you think they will? Be realistic. They will not.
4. Your identity is strengthened through marketing--if you faulter, customers may see this as a sign of weakness for your business. Don't slip. Keep pushing the strengths of your business because it will strengthen your business.
5. Survival and growth are fueled by marketing--marketing shows customers that you exist or that you still exist. Let your customers know you exist.
6. Marketing enables retention--marketing helps you keep your customer loyal and allows them to refer others. Keep your marketing committed to retention--some businesses survive by word of mouth alone.
7. Morale is stimulated through marketing--Employee morale is affected by marketing. Dropping marketing can cause instability for your company. Imagine if Chick-fil-A stopped saying "my pleasure" after a customer said thank you. At least some employees would both find the change unsettling, and some customers may lose confidence in the Chick-fil-A experience. Stay committed for morale.
8. Continuing marketing can cause your company to outpace your competition who have stopped marketing--similar to reason #3, if you keep marketing, the competition who ceased marketing will be begin to lag. Stay ahead!
9. Operations continue because of marketing--without marketing, no one knows you exist. Marketing is the lifeblood of your organization. Literally.
10. Removing marketing will cause regression--you have already created (or are creating) a strong plan, invested money, spent time, and engaged with your customers. If you stop, you may have to even start your marketing again from scratch. Don't let your investments go to waste.
Hopefully, these ten reasons help convince you (or your customers) to continuing challenging yourself to market your business. Write these rules done and remind yourself whenever you have a moment of weakness in your marketing plan. Pivot and adjust but don't abandon your marketing effort.
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