Effective marketing techniques

Channel Surfing

Different channels will suit different campaigns, depending on the type of business you run and the kind of response you require. Most small businesses won’t have the budget for, or need the reach of, TV commercials, but they should consider anything from a basic pamphlet drop to sponsoring their local cricket team.

Hegde found she could leverage substantial internet traffic from editorial in the mainstream media, showing how complementary marketing can extend the value of a campaign. Details of the treatment were available through trusted media channels, so all her website required was reasonable prices and contact details.

Other methods are well known but no less effective, such as using enticing smells to make people hungry and therefore more likely to buy food products. Australia Post recently launched scented mail, which uses new technology to give scent to postcards. Combined with Impact Mail, which uses attractive shapes, the result is a direct mail campaign that looks and smells good, with the aim of making your message more memorable.

Lack of sensory interaction is one failing of the internet, says Nicholas Ridis, managing director of Avodka. Ridis, who also holds academic positions at two universities and is a director of the Australia Marketing Institute, also notes that savvy consumers will often go into a shop to get the ‘look and feel’ experience but then go online to find and purchase at the cheapest price. This means some businesses compete with themselves online and offline.

“Online and offline need to work together,” he says, emphasising the idea of consistency. “You can’t undercut yourself by cheapening your brand just because it’s online.”

He believes the internet has some other pitfalls, depending on the demographic of your potential customers. “If your website doesn’t look great, it’ll turn customers away—especially Generation Y.”

Ridis instead sees word-of-mouth as the most powerful medium, the online equivalent being discussion forums where consumers exchange opinions on products and/or services. He encourages businesses to monitor these forums to attain honest feedback. “But never pose as a customer,” he warns. “People will find out and you’ll lose any credibility you had.”

Word-of-mouth need not be limited to customer recommendations. Businesses shouldn’t underestimate the value of intermediaries, including retailers. “Try and get your product into a larger retailer. If you can get into Kmart, as long as you can supply the volume at the right price it’s a pretty safe strategy,” Ridis explains. “You might have your own store as well, but they have the consumer reach.”

Chipp agrees, adding that your own staff can also be a great marketing tool for your business. He suggests giving out a consistent message by ensuring they are all clear on who they work for and what you offer. Other intermediaries include buying groups and other businesses whose service or product you use. If you’re a graphic designer, for example, your local printer can recommend you to their other clients.

While it makes sense to cover as many channels as you can, the recurring advice is to issue a single, consistent message. It is generally unhelpful, for example, to offer a discount on one type of service on a leaflet when your website says you’re a specialist at another. This is where matching collateral, such as business cards, stationery and your website can help. All of your collateral should emphasise your point of difference and display your details clearly to invite people to contact you.

Without marketing, many businesses would find it difficult to gain exposure to potential customers, but it’s not a silver bullet, says Ridis. “A lot of companies think marketing is going to fix everything but a marketing campaign will only be as good as the business strategy behind it.”

For many companies, it may just be a case of going back to basics.