Five Marketing Mistakes and How to Avoid Them!
By Dan Droz

John Wannamaker's quip, "I know my marketing works half the time, but just don't know which half," applies to many companies. They see marketing as a crap shoot. And when they're are not successful, they try other tactics... direct mail, new brochures, more Adwords or another trade show. And when the phone still doesn't ring, they throw up their hands and proclaim, "Marketing Doesn't Work!"

Could be that it's not the marketing but how it's executed. Developing an effective marketing program takes planning, consistency, and discipline. More importantly, companies can make mistakes from the start. Here are five of the biggest marketing mistakes you should avoid.

1. No Plan. Many companies think that focusing on a limited number of benefits or target customers limits your opportunity. The fact is, effective marketing is all about focus; identifying where you can have the greatest relevance and competitive advantage! Interestingly, the perception of strength in one area actually gives you greater credibility in that focus areas and others, where spreading yourself thin reduces credibility and strains your marketing budget. As the Cheshire Cat said: "If you don't know where you're going, any road will take you there."

The Solution: Stop until you have a plan: a description of each product and service you offer, concentrating on their differentiating features. Assess your competition, their pricing, audience and positioning and see where your core value lies. Then, focus on it in all your marketing.

2. No Consistency. If you ask 10 people in a company what';s the core value proposition or benefit, you many get 10 different answers. The result is a confused customer, prospect or referral source. A consistent brand helps you communicate your value so others can understand it and transmit it to others.

Solution: A clear positioning statement is the cornerstone of consistency. Clearly define what you offer, that differentiates you so it can be delivered consistently by every employee. A positioning statement includes who you are, what you offer, for whom, for what result, and why someone should choose you over anyone else.

3. No Coordination. Often marketing departments create great materials that sales people don't use. Or a direct marketing campaign that generates leads which sales people feel aren't the right customers. Without coordination between sales and marketing you can end up with strategies and tactics that don't fit the needs of sales people or the right target customers.

Solution: Sales and marketing need to work together to develop marketing campaigns and the right deliverables. This can be done with preliminary meetings with sales people, visits with customers and involving sales people throughout the process.

4. No Beef. Sometimes you get people to the door, but can't deliver the goods. This might occur because a company is trying to 'test the waters' with a trial promotion or maybe introducing a product or service before it's really ready. This not only wastes resources, but can actually frustrate customers (and your sales force, too).

Solution: Align marketing and operations by assessing both marketing and operational needs and identifying milestones that builds confidence and a sense of pride in both marketing and operations.

5. No Marketing Mix. To be physically fit, you have do more than pushups. To be marketing fit, you need more than ads or direct marketing. Many marketing programs use only one or two methods, or don't coordinate campaigns. For example, a trade show is an excellent opportunity to introduce a new product or service, advertise, get PR, promote your booth via direct marketing, and do aggressive sales and mail follow-up.

Solution: Seeing or hearing a consistent message delivered through a variety of media can help create greater share of mind and reduce the overall cost of penetration.

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