7 marketing avenues that have been a waste of time and money, and 4 that haven’t
Marketing today is not what it used to be. We are a busy world working at an even busier speed. What worked as little as five years ago is laughable for marketing executives today. Elizabeth Ball of Practical Ecommerce lists some "tried and not-so-true" marketing tactics that should be put to rest:
- People ignore banner ads online
- People ignore print ads in magazines
- People ignore leaflets in paid-inclusion gift bags
- They ignore leaflets in free gift bags
- People who join competitions for freebies rarely become paying customers
- Competition winners are less likely to become ongoing subscribers
- Freebie trials rarely work either
She has found that the first two marketing no-no's, banner ads and magazine print ads, are a waste of money. Unless you're a large and well known corporation, steer clear. Paid-inclusion gift bags and leaflets in free gift bags are also a waste of time and resources. She states that "unless they're immediately in the market for your product say, that week, most people throw these promotional vouchers away." Finally, trials and competitions may cost your small business more than you'll make. People join competitions to test their luck, not necessarily because they love a product. The same thing, in a sense, goes for free trials. Anything free in this economy is a good thing. The minute it no longer becomes free, people will be hesitant to spend money on something they've already received or experienced.
What does work? Elizabeth has found that leaflets to existing customers, well-written publicity, radio interviews, and LinkedIn are extremely valuable marketing avenues for a small business.
Source - Practical Ecommerce