Innovative Marketing But What's The ROI?
If you read business magazines, listen to NPR, or read your local business journal entrepreneurs are always looking for ways to get noticed. It's important to remember that there is a difference between marketing and public relations; marketing you pay for and public relations is free. The big question whenever you're creating a marketing campaign is how to get the most bang for your buck, and without a good knowledge of your market that can be difficult.
Last week I received one of those packets of postcards that bring coupons for good and services to your mailbox. This particular group of offers was through City Publications Denver (www.citypubdenver.com) and as I thumbed through the pile I came across a card for an artist.
Bruce A. Gomez (www.brucegomezart.com) has a card that has samples of his work, dimensions and pricing. I don't know what the circulation is for this group of cards but it's more than what the average person will print on their own and to think, you don't need your own mailing list. The idea Bruce had to market himself in this way I think is innovative. The question to consider is what's the Return on Investment (ROI). One way we can tell if he makes his money back and then some is if he continues to market in this manner. It would be bad business to continue marketing in an arena where you continually lose money. My hope is that when Bruce gets an inquiry about his art that he is asking the interested party where did they see his work or who referred them, if they say they saw the card that's one for the record books.
Whenever you're thinking about mass marketing be sure to get the demographics of those who will be receiving the information. You want to know the circulation of the publication, the frequency that the material is distributed and even consider asking for reference of those who have used this method of marketing to get their feedback on the organization.
Innovation is what will keep you in the public's eye and that's how you will attract new clients/collectors.
Think innovation...
Greg
coaching artists to success
Last week I received one of those packets of postcards that bring coupons for good and services to your mailbox. This particular group of offers was through City Publications Denver (www.citypubdenver.com) and as I thumbed through the pile I came across a card for an artist.
Bruce A. Gomez (www.brucegomezart.com) has a card that has samples of his work, dimensions and pricing. I don't know what the circulation is for this group of cards but it's more than what the average person will print on their own and to think, you don't need your own mailing list. The idea Bruce had to market himself in this way I think is innovative. The question to consider is what's the Return on Investment (ROI). One way we can tell if he makes his money back and then some is if he continues to market in this manner. It would be bad business to continue marketing in an arena where you continually lose money. My hope is that when Bruce gets an inquiry about his art that he is asking the interested party where did they see his work or who referred them, if they say they saw the card that's one for the record books.
Whenever you're thinking about mass marketing be sure to get the demographics of those who will be receiving the information. You want to know the circulation of the publication, the frequency that the material is distributed and even consider asking for reference of those who have used this method of marketing to get their feedback on the organization.
Innovation is what will keep you in the public's eye and that's how you will attract new clients/collectors.
Think innovation...
Greg
coaching artists to success
Comments