August 25th, 2010
Welcome back to the second and final installment of our two-part series on updating your marketing materials.
5. Obsolescence?
Some companies continue to produce marketing materials that aren’t truly making any kind of impact, whether for closing sales or increasing publicity or spreading the word. Take a good look at all your marketing materials to see if any of them are truly obsolete. For example, if your staff no longer makes sales calls, then you can stop ordering print brochures, unless you plan to use them as a direct mail piece. If you discover that any of your methods or materials have become obsolete, cease using it and look for ways you can enhance whatever is working.
6. Efficacy of materials
Are you currently performing any kind of tracking to discover what materials are working (specifically, converting to sales or new clients) and which aren’t? In many cases, this can be as simple as asking a new client “how did you find out about us?” If the majority of your business is conducted online, there are many tracking methods that can be employed to track which sales are coming through which venues. By tracking your marketing methods, you can easily see which are working (and therefore, may warrant an even greater investment) and which are not (and may be retired or discarded). Ongoing communication with sales staff may also be useful in ascertaining which methods are working and which are not.
7. Input from staff
Speaking of the sales staff, be sure to communicate with your sales staff before discarding any seemingly ineffective materials (or before creating new materials). The staff has a unique viewpoint (and a vested interest) in participating in adjusting or creating new sales materials. Additionally, non-sales professionals can offer valuable feedback as well.
As usual, we trust you have found this information to be most useful. Got your own tips for updating marketing materials? Post your comments here or drop us a line.
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