Ever had an email or a call from someone with the opportunity of placing an advert in a brochure or magazine with a large circulation? It's a real bargain at only £200 but the deadline for artwork is in a week's time. However if you can get the copy and images to them asap then they are more than happy to create the advert for you. At first glance this may seem appealing but I would urge you to reconsider for 3 reasons:
- Who are these hundreds and thousands of people in the circulation list? How many of them fit the criteria of your ideal customer? How many of them actually read this publication before placing it in the bin?
- If they create your advert, will it match with your brand and look professional? Remember this is someone you have only had a brief conversation with on the phone or via email.
- Take a minute to consider what you could do with that £200 if you spent time thinking about where your customers are, how to reach them and how to engage them. This is guaranteed to be a more effective use of your time, effort and money!
For more reasons why spending time on creating a Marketing Strategy is a good idea, take a look at my "Why Bother?" post.