Avoid the 15 Biggest Marketing Mistakes in 2010

As a marketer are you prepared for the challenges of 2010? To be successful in our current environment you may want to look at things from a different perspective; turn it upside down and say “What if we … ?” Doing things the way we always have been done them is a sure recipe for getting the same results.

Adapting

Adapting to new market conditions, new technologies, new budgets and new ways to reach prospects and customers is critical to your success. Though not an exhaustive list by any means, we’ve put together a list of marketing mistakes to avoid in 2010.

This is the first of a series of posts on preparing for marketing in 2010.

1. Failing to plan.

If you don’t have a marketing plan, you will benefit by developing one. The value of such a plan is a) the think time you put into the content, and 2) that it is written down. At a minimum you should develop goals and objectives of what you need to accomplish, as well as strategies and tactics to complete each task. It should include a mixture of “push” and “pull” marketing strategies. A plan does not have to be long, but having it in writing and reviewing it on a monthly basis will help keep your efforts on track. A proven approach is to include a timeline that lists all your projects on a quarterly basis so you can prioritize them throughout the year.

2. Believing that brand doesn’t matter.

Your brand is what differentiates you from others in the marketplace. Honestly evaluate your brand differentiators and look for room for improvement. Think in terms of the benefits or results your products provide, not just a list of features. What do you do really well that others cannot? Clearly spell out the value you offer; even just one that substantially differentiates you from the competition – and promote it.

Jim Thebeau

CEO, Henry Russell Bruce

jthebeau@hrb-ideas.com

800-728-2656

Stand Out

Ever selected a product that is more expensive compared to a similar one sitting right next to it? Ever wonder why you do that?

It’s because you have got an emotional connection with the brand. It takes unique insights about your customers to build those kinds of brands. And talented people who know how to utilize those insights.

We use a proprietary process called the HRB BrandPlan™ to build strong brands. The process includes research, brand building, repositioning, management and communication. It also features workshops and seminars to educate your staff on how to “live” your brand.

How do you get started down the path toward Standing Out? Do a brand audit that shows you where you stand.

Jim Thebeau