It’s tempting to jump straight into some quick-fix marketing at times; perhaps sales are slow, you need to get cash in quick or you’ve reached a trough in work and realised your pipeline is dry. Whatever the reason, I meet many people who tell me, “We need to do some marketing to make this better”. I don’t always agree with them and this is why.
Quick-fix marketing only works if it’s built on solid foundations
Sometimes, a rapid blast of tactical, promotional marketing can work. It can turn that product that was lingering on the back-shelf into a profitable one. But it only works if you already have your marketing set up well. In other words, you have a clear marketing plan where you know what you are selling, who to, and how. Then, when you need to, you can pick up the phone / do an e-shot, position it in the correct way to an interested audience, and get results.
However, if your foundations aren’t in place it’s like thinking you can run that half-marathon next week by training like a beast for the seven days before it – but having done no training before then.
Quick-fix marketing is not going to deliver long-term results
It can’t. By its very nature, you are not creating a long-term customer engagement programme to help them through the buying process. You are, instead, reaching your prospects who are already “warm” and engaged in a relationship with you. Quick-fix marketing, especially for considered purchases, rarely attracts new clients to buy, because you cannot short-cut the Buying Process.
If you want to build long-term, sustainable growth then you need to develop a programme of marketing, which starts by understanding your customers, their needs and how you can meet them. It doesn’t start with a quick ad campaign to “push” a product.
Quick-fix marketing comes at a price
I’ve used quick-fix marketing (successfully) but the price it comes at is the same as using a sticking plaster to cover a wound. A very expensive sticking plaster. Because quick-fix marketing doesn’t address the issue that created the crisis in the first place – why your marketing wasn’t working well enough to sell your product or service. It also comes at a price because it often costs more in terms of time and money and effort to implement, and if done under stress it can take time to recover from it, so you stop “doing marketing” while you recuperate. If you keep shoving a plaster over what is going wrong, eventually the “wound” will fester and irreparably harm your business.
If you’re stuck and need to implement some quick-fix marketing, then accept that’s what you’re doing. Make sure you acknowledge that it’s short-term and ensure you put in place a plan to address the issue that created the need in the first place. I can help you do both – quick-fix and long-term marketing, so contact me if you need help.
Kara Stanford, Strategic Marketing Consultant, KMS Marketing