Is Your Marketing Program Running on 1 Cylinder?
How many marketing strategies do you employ, consistently?
If you are like most business owners we meet, the answer is
probably 2- 3, at best. And for a surprisingly large number the
answer is one! This is just not good enough. Let me tell you
why.
Imagine that you are driving your car and you lose one of your
cylinders. If you are like most car owners you have a vehicle
with anywhere between 4 and 8 cylinders. Your car will keep
running. Yes it will not perform as well as before. It won’t have
the same acceleration or fuel performance, but it will still get
you to where you need to go. In fact, most other drivers on the
road won’t notice that there s anything wrong with your vehicle.
Well your business is a lot like this car. There are times when
not all of your marketing strategies will be producing strong
results. Business circumstances do change; that’s why we
always Test & Measure .
If have only one primary marketing strategy and it stops
producing results, it is like having a one cylinder car. When
that one cylinder stops firing, your business dries up.
The Rule of 10 by 10
To generate consistently strong results, we recommend that a
business follows the Rule of 10 by 10. In essence, you
develop ten distinct marketing activities that work concurrently,
each representing 10% of your total effort. Ten activities at
10% each will then add up to 100% of your efforts. When one,
two, or three of your activities are not yielding results, the
others are. This is a powerful way to achieve diversification
and marketing results for your business.
Steps to Build a 10 by 10 Marketing Program
First, revisit your business plan to focus on your defined
customer base, your unique selling proposition, and the most
effective ways to reach your customers.
Second , select 10 marketing activities that are appropriate for
your business and industry. Review what has been most
effective for you in the past. Look at what your competitors
are doing. Continue to research new and different ways to
approach you customer base. Here are just some of the 73
common marketing categories from which to draw from:
Advertising (all mediums)
Direct Mail
Telemarketing
Newsletters
Website
Email
Open houses Door-to-door (cold calling)
Brochures, CD’s
Public Relations activities
Trade Shows
Networking
Faxing
Seminars
Third, plan your program in detail. If you are only running with
2 or 3 strategies, then you will need plan how you are going to
ramp up to 10. We recommend a controlled introduction to
that you can gain experience with your new strategies and
tactics. Create a 90-day marketing plan specifying your
budget, timing of your activities, and results goals (number of
leads, conversion rate, number of new customers, etc.).
Fourth, execute your program. Does your staff fully
understand the program you’ve created? Your team needs to
be informed of what’s going on, and how they execute your 10
by 10.
Fifth , test and measure your results. Ensure that you have a
simple system in place to measure the results of each 10 by 10
component. Continue with those components that work and
replace those that do not work.
Remember, if you want massive results; be prepared to take
massive action.
You can choose whether you drive a 4 cylinder car or a 10
cylinder car (how about the BMW M5) or even a 12 cylinder
car (how about the Mercedes Benz CL65 AMG)! You too can
choose to run a 10 cylinder business.
Now you are ready to implement your 10x10 Marketing
Program!
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have a
Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include our
resource box as listed above.
If you need additional articles, check out our Article Archive for
fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
How many marketing strategies do you employ, consistently?
If you are like most business owners we meet, the answer is
probably 2- 3, at best. And for a surprisingly large number the
answer is one! This is just not good enough. Let me tell you
why.
Imagine that you are driving your car and you lose one of your
cylinders. If you are like most car owners you have a vehicle
with anywhere between 4 and 8 cylinders. Your car will keep
running. Yes it will not perform as well as before. It won’t have
the same acceleration or fuel performance, but it will still get
you to where you need to go. In fact, most other drivers on the
road won’t notice that there s anything wrong with your vehicle.
Well your business is a lot like this car. There are times when
not all of your marketing strategies will be producing strong
results. Business circumstances do change; that’s why we
always Test & Measure .
If have only one primary marketing strategy and it stops
producing results, it is like having a one cylinder car. When
that one cylinder stops firing, your business dries up.
The Rule of 10 by 10
To generate consistently strong results, we recommend that a
business follows the Rule of 10 by 10. In essence, you
develop ten distinct marketing activities that work concurrently,
each representing 10% of your total effort. Ten activities at
10% each will then add up to 100% of your efforts. When one,
two, or three of your activities are not yielding results, the
others are. This is a powerful way to achieve diversification
and marketing results for your business.
Steps to Build a 10 by 10 Marketing Program
First, revisit your business plan to focus on your defined
customer base, your unique selling proposition, and the most
effective ways to reach your customers.
Second , select 10 marketing activities that are appropriate for
your business and industry. Review what has been most
effective for you in the past. Look at what your competitors
are doing. Continue to research new and different ways to
approach you customer base. Here are just some of the 73
common marketing categories from which to draw from:
Advertising (all mediums)
Direct Mail
Telemarketing
Newsletters
Website
Open houses Door-to-door (cold calling)
Brochures, CD’s
Public Relations activities
Trade Shows
Networking
Faxing
Seminars
Third, plan your program in detail. If you are only running with
2 or 3 strategies, then you will need plan how you are going to
ramp up to 10. We recommend a controlled introduction to
that you can gain experience with your new strategies and
tactics. Create a 90-day marketing plan specifying your
budget, timing of your activities, and results goals (number of
leads, conversion rate, number of new customers, etc.).
Fourth, execute your program. Does your staff fully
understand the program you’ve created? Your team needs to
be informed of what’s going on, and how they execute your 10
by 10.
Fifth , test and measure your results. Ensure that you have a
simple system in place to measure the results of each 10 by 10
component. Continue with those components that work and
replace those that do not work.
Remember, if you want massive results; be prepared to take
massive action.
You can choose whether you drive a 4 cylinder car or a 10
cylinder car (how about the BMW M5) or even a 12 cylinder
car (how about the Mercedes Benz CL65 AMG)! You too can
choose to run a 10 cylinder business.
Now you are ready to implement your 10x10 Marketing
Program!
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have a
Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include our
resource box as listed above.
If you need additional articles, check out our Article Archive for
fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
Is Your Marketing Program Running on 1 Cylinder?
| Feel free to use this article |
**Attn: eZine editors
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
Thanks
Jim & Sandy
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
Thanks
Jim & Sandy