How to create the perfect marketing mix 0

No matter the size, scale or aspirations of your business, it’s worth remembering that your marketing efforts should always aim to create the most positive impression possible of your organisation among your target audience.

Whether you’re looking to appeal to new customers, members of staff or the general public, you ought to use a broad range of media formats to inform people about your products and/or services. That way, you should not only increase the probability of your marketing messages being taken in by your intended market, but consumers are also much more likely to remember them (and your company) in the future and be inclined to do business with you.

So, what options are available to you? Radio and TV adverts are certainly popular tools to publicise your brand and, if you run a nationwide campaign, these can be viewed and/or heard by millions of people. Such broadcasts are, however, often expensive to implement and typically have to run for several weeks be effective.

Incorporating social media into your marketing strategy, meanwhile, enables you to communicate with a wide base of customers. Increasing numbers of people are using sites such as Twitter and Facebook on a daily basis, so they offer scope to deliver information of new products and services quickly, as well as help drive traffic to your main website.

Regardless of what your marketing campaign hopes to achieve, it is certainly worth utilising promotional products to get your message(s) out there. Indeed, research by the British Promotional Merchandise Association (BPMA) shows 83 per cent of senior marketers were looking to increase or maintain spend on promotional merchandise in 2012 compared to 2011.

Of course, you are likely to have your own particular reasons for intending to use promotional products, but it’s worth bearing in mind that respondents to the BPMA study noted that utilising these items enables them to target customers more effectively. Promotional items such as personalised pens were also praised for their ability to create loyalty among an audience and ensure marketing messages are remembered for longer than other forms of advertising.

A study carried out by researchers at Louisiana State University and the University of Texas at San Antonio, meanwhile, revealed 44 per cent of people have a positive view towards a campaign that combines promotional products and TV and print adverts.

In comparison, 36 per cent look favourably upon TV ads and promotional goods, while less than a third (29 per cent) have a positive impression about marketing campaigns delivered solely through print and TV.

At the end of the day, it’s worth remembering that while each strand of communication has its individual benefits, the fact that many also come with their drawbacks (for example, newspaper adverts may only be read once before being thrown away) means they should never be used in isolation. It is only by having a comprehensive and cohesive multichannel strategy that you can be confident of creating marketing messages that will be received and loved by your target audience.

What steps are you taking to create the perfect marketing mix for your organisation? Share your thoughts by leaving a comment below.