How to avoid getting punched in the face

Great post by Jay Ehret over at the Marketing Spot.

Why is it that some still believe that a product or service will become preferred and remembered if we scream our message louder than our competitors and “saturate the market” with mass media. Coincidently, that was the phrase a senior marketing professional made to me the other day. I was astounded that in this time of fragmented media, niche audiences, micro trends and tribes there are still some marketers who utilize mass media, not as a compliment to a well-rounded marketing strategy (which includes social media, emerging technology, etc) but as the be-all, end-all. To me, this reflects a lack of understanding of the basic way people absorb and use media today.

Mr. Ehret says…

Forget about advertising your way to success. It won’t work. At least not in the long run.

And he provides four reasons why…

Preconception

Believability

The Myth of Response

Money

I’m not saying that all mass advertising is a waste. I believe that traditional media can still be part of the mix but only to the extent it’s needed to increase awareness for new products, time sensitive promotions and differentiation of low-involvement, saturated markets. Just focusing on traditional, one-way awareness ads will surely make your brand seem stiff, too inwardly focused and annoying.

Marketing professionals today need to recognize that prospects no longer move predictably from one mass media touch point to the next. They move around, nibbling on video, connecting to people via socla media tools, reading their RSS feeds, leaving comments on their favorite social networks, reading a few new blogs or, better yet, creating content on a blog of their own.

Harness the power of Social Media and watch your small business grow

Microsoft Office Live Small Business sponsored the creation of this complimentary e-book about social media, so small business owners can make sense and use of this powerful resource.

In “Let’s talk: Social Media for Small Business,” respected author John Jantsch, founder of Duct Tape  Marketing, breaks the concept of social media down into easy to understand pieces. With the help of this e-book you’ll generate new business and capture the hearts and minds of new customers.

Small Business Marketing Coach Patrick Giammarco to Speak at SCORE Meeting

Toledo, OH (October 31, 2008) – Patrick Giammarco, owner of PWG Marketing and northwest Ohio’s only Authorized Duct Tape Marketing Coach will present the core principles of Duct Tape Marketing at the Northwest Ohio SCORE Chapter meeting on Thursday, November 6.

“I am honored to have been invited to address the executive board and counselors of Northwest Ohio SCORE,” says Patrick Giammarco. “For over 43 years, SCORE has been a free resource for northwest Ohio entrepreneurs looking to get their small business off-the-ground or take their existing business to the next level.”

The history between Duct Tape Marketing and SCORE goes back to November 2007 when John Jantsch, author and founder of Duct Tape Marketing, interviewed Ken Yancey, CEO of SCORE, for an episode of the Duct Tape Marketing podcast. In August 2008, John was also the featured speaker at SCORE’s National Chairperson’s meeting in Dallas.

“Marketing is a system, not an event. Small businesses have a process for every other business function except the most important… marketing. Duct Tape Marketing is a systematic approach to marketing that is as simple, sticky and trustworthy as a roll of duct tape. The Duct Tape Marketing system shows small business owners how to develop and execute marketing plans that will give their business life and longevity,” says Giammarco.

About PWG Marketing

PWG Marketing is a Perrysburg, Ohio-based small business marketing firm that coaches companies to simplify marketing, generate more leads and convert a higher percentage of them into paying customers. PWG Small Business Marketing helps companies identify ideal clients, find and communicate a core difference, create marketing materials that educate, get found more easily online and create and live by a marketing calendar.

About Northwest Ohio SCORE

SCORE “Counselors to America’s Small Business” is a nonprofit association dedicated to entrepreneur education and the formation, growth and success of small business nationwide. Founded in 1965, Northwest Ohio SCORE has over 40 counselors with backgrounds in finance, accounting, banking, manufacturing, sales and marketing, non-profit, engineering, transportation, as well as many others. Northwest Ohio SCORE provides hundreds of free counseling sessions each year, representing thousands of volunteer hours, throughout the 15 counties of Northwest Ohio.