My grandmother made the best sweet potato pie in the whole world. The combination of ingredients was perfect and the subtle balance of flavors made for an experience that was memorable. If you’ve never heard of sweet potato pie, be sure to try some the next time you’re in the Southern part of the US. Every good potato pie has a mix of ingredients coming together to form the right balance. The same is true for your marketing…
Importance of diversity
Without a diversity of ingredients, you don’t have a pie, you just have sweet potatoes. The diversity of ingredients is important for a couple of reasons. Firstly, the whole is greater than the sum of the parts. In other words some people who will become your customers will do so only after seeing your marketing message in more than one different place. It is not uncommon for the response rate to an advertisement to be greater the second or third time it is run. Secondly, diversity spreads the risk around. If one of your advertising methods were to encounter a glitch, a diverse marketing pie ensures a minimal impact on your bottom line. This means that a successful marketing pie is not about seeking the lowest possible customer acquisition cost, it is about seeking the variety that will ensure your profitability when faced with challenges to your marketing efforts.
Here is just a sampling of some of the marketing ingredients that you may want to test out as you seek to perfect your marketing pie.
- Social Media
- Email Marketing
- Pay Per Click (PPC) Advertising
- Search Engine Optimization (SEO)
- Article Marketing
- Customer Postcards
- Phone Book Advertising
- Magazine Advertising
- Creative Business Cards
- Cross Promotion
- Press Releases
- Trade Shows
- QR Codes
- Snail Mail Campaign
- Strategic Partnerships
Experimenting with new ingredients
Looking at a list of possibilities can be a bit overwhelming, considering your time and energy are already fully committed. The key to experimenting with new ingredients is to add only one (or at the most two) new ingredients at a time. Focus on streamlining the process for using a new ingredient and be sure to measure the results. After you’ve mastered the new ingredient and are pleased with the result, it’s time to add another ingredient.
The ideal marketing mix is different for each company. Your ideal marketing mix is essentially about reaching your ideal prospects in a variety of places where they will be receptive to your message and where it is feasible for you to do so. What’s in your marketing pie? And what marketing ingredients should you experiment with next?