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Strategic & Tactical Marketing
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Company-Crushing Killer #2: Fragmented, Chaotic Marketing

By Brett Lloyd Abbott, Pool Builder Marketing LLC

Think back to the last advertisement or marketing piece created for your company – a brochure, website, printed ad, PPC ad, radio spot, etc. Who created the final product for you? Chances are your PPC guy created your Google ads. The radio station created your radio spot. The magazine created your magazine ad. The design company created your brochure. The web design company created the website. The video production company developed the content for your video. Sound about right?

Now think about how fragmented that makes your marketing efforts. Each of those companies has a different idea for your marketing message, based on their limited understanding of your business. In the absence of real knowledge, they’ll fall back to the lazy scourge of empty platitudes, which we discussed last week. They’ll also probably throw in their own clever little twist of creativity, based on what they like, and/or what they’ve done for other clients who are nothing like you.

Now you’ve invested in a hodgepodge of different messages that don’t have anything in common with one another, other than your company name and logo.

Fragmented Marketing is one of the biggest wastes of money for businesses today.

Every “touch point” with a client or prospect should echo and reinforce your overall strategic value message. But that won’t happen using individual marketing pieces produced by independent teams who are working without a strategic plan. If your marketing messages and touch points aren’t part of a cohesive strategic plan, they are almost certainly going to be ineffective.

Random unrelated ads, videos, emails and messages don’t work together, they don’t lead the prospect to a clear and specific outcome, and they don’t lead to success. Unfortunately, this is the most common marketing approach in business today. Sure, everybody is doing it, but it’s a killer just the same. (Hey, everyone used to smoke, too.)

SOLUTION: Systematized marketing defeats fragmented marketing every time.

While fragmented marketing has no cohesive message or system, systematized marketing dictates the content of your advertisements, no matter what form they take. It dictates the sequence and content of the messages your prospects receive as they are led right to your door. It actually facilitates the prospect’s decision-making process by providing a clear picture of what you offer and why they should buy from you and not your competitor.

A systematized marketing plan considers and develops the message first. It then incorporates the message into a comprehensive marketing system which drives the prospect’s decision-making process. Finally, it chooses the best media (Google ads, radio ads, television spots, video, email, etc.) to get those messages in front of your prospects, actively generating leads for your business rather than relying on a scattershot approach.

Your message is the most important part of your marketing.

You paid to have your ads produced, and you paid for the space or the airtime. But did you pay for the strategic content? Or was that just thrown together by the designer, production team, or your sales staff? The ad rep will tell you “Don’t worry, it’s included FREE with your ad!” The adage “you get what you pay for” could be no more accurate than here. Your message is the most important part of your marketing campaign; it needs to be specific, coherent, and based on your knowledge of your industry and company.

Most importantly, it needs to function as part of a cohesive strategy to demonstrate your superiority to prospective customers, regardless of medium.

NEXT WEEK: Company-Killer #3:
Failure to Use “Hot Button” Marketing

This article is part of a series designed to provide pool companies with unique insights that will help them address the modern marketplace challenges that their company may currently be facing. These insights, when applied, will virtually guarantee new growth, and get your company to the next level.

If you find this information to be helpful, and would like to learn more, check out the short five minute video here.

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