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October 2005
Welcome to the Brigham Scully Newsletter 
Planning is good; execution is paramount
The marketing environment has changed totally in recent years and marketing communications have to evolve fast to reflect this and remain relevant. What is needed is a proper evaluation of the effective roles of different communications channels, not a blind allegiance to a world that once was.

However, a marketing plan sitting on a bookshelf does little good if it is not executed. In fact, most people agree that even a bad plan executed properly will do more for you than a good plan executed poorly. Bottom line - if they don't hear from you, they can't respond to you. Follow these tips and make sure your plan works for you.

Of all tactics in a marketing plan, inevitably the most money is spent on advertising. Whether it be print, television, radio or electronic, you need to strategically define your target audience to get the most for your money. By concentrating your advertising dollars in fewer, more targeted media, instead of spreading them thinly and reaching non-target audiences in the process, you will have a better chance of reaching the clients to whom you really need to send your message.

To increase awareness and brand preference, target press plans at the same audiences. And, to increase reach to those targets your advertising misses, create mini-PR plans to inform fringe buyers. After all, prospects trust news from third-party sources more than advertisements anyway.

Develop communications that stay in touch with your clients. We all know that loyal customers are the best customers and it is always easier to keep one you already have than to attract new ones. Custom magazines, newsletters and e-updates keep your name and products in their minds. Use these media to introduce clients to new products and services and share with them how you're helping others.

We hope you have found this newsletter to be informative.  If there are others you know that would like to receive this email, please feel free to forward us that information or call us at (818) 716-9021!
Copyright (c) 2005 Brigham Scully