FORTUNE- MAKING TRUTHS
About Media , Money , And
Your Marketing Process
By Robin Robins , Founder And CEO Of Technology Marketing Toolkit
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Here ’ s a core principle of success in marketing many businesses DON ’ T want to embrace , much less give recognition to : The more marketing media you can use simultaneously to a given market , the more response you ’ ll get overall and the more money you ’ ll make .
Knowing how to use multiple media sources to get a customer in the door consistently , profitably , and cost-effectively also makes you a lot less fragile and vulnerable to a serious competitor , an economic downturn , and / or media disruption such as the no-call list , Canada ’ s irrational anti-spam laws toward businesses , Apple ’ s new privacy protection for its users , etc .
So , why don ’ t more businesses work to figure out how to use multimedia ( also called multichannel ) marketing ? Because everyone — and I do mean everyone — wants cheap and simple marketing : the email list they can buy for 2 cents and spam to get clients . The $ 5 referral incentive plan that gets clients to refer like crazy . The “ one thing ” that is more important than everything else . Gimme an EASY BUTTON , for goodness ’ sake !
But the reality is that no business gets rich depending on ONE media , ONE strategy , ONE anything . There is power and stability in diversity and complexity . Sure , you have to start somewhere , and often “ one thing ” done is better than doing nothing . But as quickly as you can , you have to move beyond simple to complex , from one-shot messaging to multiple media , all interwoven , all supporting the other , all driving toward the
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