Six Ways to Make Your Marketing to Tradesmen More Effective

The economic downturn can actually be a blessing in disguise. Marketing departments now have a chance to shine by showing how to work more effectively as well as to measure and account for their marketing decisions. You don’t need a rocket scientist to tell you business is soft. The question is, given your resources and budget, how are you going to make your marketing work more effectively? If we’re all truthful with ourselves, we’d have to admit that over the past 5 to 7 years, marketing budgets haven’t been scrutinized as much as they should have been. In today’s economy, those marketing budgets are in the crosshairs. Moving forward with the same-old, same-old is not an option. Below are six ways you can make your marketing to tradesmen more effective: 1. Focus On What You Can Control You can’t control what’s going on in Washington, the economy or most other market factors. However, you do have control over your marketing. Recognize where the demand is and go after it. Don’t be afraid to try something new. 2. Re-Evaluate Your Marketing Goals Based on what’s happening with the economy, are your company’s marketing goals achievable? It may be time to re-state and re-prioritize your goals. 3. You Can’t Manage What You Can’t Measure Take a hard look at the performance of your marketing plan. I know something like ad awareness is costly and hard to measure. But things like trade show leads, direct mail and online programs are measurable. Look hard and, if needed, reallocate and optimize your budget. You can’t afford underperforming programs. 4. Fish Where The Fish Are You know who your customers and potential customers are. Make the most of your marketing investment and increase your visibility through targeted vehicles where your prospects will see your message and…read more >