Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. You'll also need to incorporate creativity, common sense, and flawless execution into your marketing routines.
Brochures, business cards, folders, direct mail pieces, and other types of promotional materials are called marketing collateral. For survival schools, it's important to make sure every piece of marketing collateral generate reinforces your brand and value proposition. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. It doesn't make sense to invest time and creativity in marketing collateral only to drop the ball on distribution. Without proper attention to distribution details, your survival school's investment in collateral will be pointless.
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. To maintain marketing momentum, many survival schools enlist the assistance of external marketing professionals. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.
Interested in promoting your business in the public square? Then consider sponsorships, a time-tested tactic for marketing survival schools. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. A strategic sponsorship targets actual survival school patrons. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
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