Denise Stoppleworth – President – IRONCLAD Marketing

Denise Stoppleworth

This Christmas vacation allowed me the perfect opportunity to educate my kids on marketing. In an effort to deliver the best product and value for the customer, I volunteered my daughters to string elastic bands in 9,000 hangtags. The printer’s estimate for attaching the bands was too high, and I wasn’t ready to settle for a less sturdy option. As a firm believer of “Where there’s a will, there’s a way,” I decided to figure out a strategy to get it done. The answer was right in front of my nose – Christmas vacation.

As my five-year-old son attempted to help out, I offered him a penny per hangtag for each that he completed. (In the end, I think he hit 42.) I quickly noted that we would need reinforcements to get this job done, so I bribed some of my daughters friends with the promise of movies, popcorn and free pizza. My office looked like a war zone! But, more disturbing than that was the conversation between my daughter and her friends. Perhaps it was a response to hangtag fatigue, but they began to question marketing. First they asked how the hangtags would be used, and then where they would be displayed. Finally came the question with the big blow – “Do you think anybody will read them?” My own kids doubting the impact of marketing? How could this be?

Marketing skepticism must be an innate response that starts very young. How many times have I faced similar questions in meetings with clients?  In fact, that very question was posed to me during my travels this week. As I sat across from a prospect, he declared more than inquired  “I don’t think I’ve ever sold a product off an ad or PR story.”

Okay. True enough. I wouldn’t argue with that assessment. Advertising alone doesn’t sell product. The primary purpose of the marketing avenues we employ is to get attention, create awareness and present information. From there, it’s up to your sales team and your channel partners to use the tools we give them and close the deal. That’s why it’s so critical for sales and marketing to work closely together.

But even beyond sales, advertising and other marketing tactics build your company’s credibility and assure your target market that you’re in the game — committed to the product and to the industry.  So put that skepticism behind you and find the marketing channels and strategy that give you the best bang for your dollars. And if you need help figuring out that strategic marketing plan, give us a call. We would love to be of assistance.

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