I want to share with you the pros and cons of small business target marketing verses mass marketing, and then you can decide which is best for you.

Mass Marketing (Radio, Television or Large Circulation Newspapers which cover a wide area.)

Pros…
•    You get your business in front of a lot of different people
•    It’s easy to implement
•    You get to see and hear your name on TV and radio
•    Done often enough gives you name recognition
•    You can attract a wide variety of clients
Cons…
•    Hard to track results
•    Reaches a large audience that doesn’t need or want your services
•    Very Expensive
•    Not a good return on investment (marketing dollars)
•    Reaching prospects that are to far away to justify the commute
•    The producers control what you can, or cannot do in your marketing

Target Marketing (website, postcards, sales letters, fliers, and small targeted newspapers.)

Pros…
•    Spend less to get your message in front of a specific prospect
•    You can track results and make adjustments quickly and easily
•    You get to decide exactly who receives your message
•    Better return on investment
•    Quicker return on investment
•    Targeted to your specific community
•    Name recognition within your community
•    You can target specific carrier routes, zip codes or demographics with ease giving you a higher response ratio
•    You get to place your promotion directly into your prospects hands via United States Postal Service
•    You get to farm a small area which keeps your business in front of your clients and prospects
•    You can set up a marketing calendar month’s in advance because you’ll know exactly where your best clients are coming from, and what your exact return on investment will be.
•    Easily implemented with the help of a mail house
•    You get to be creative and have fun with your promotions keeping it fresh and new.

Cons…
•    You have to understand simple “direct response advertising strategies.”
•    You have to send your marketing piece to the mail house for distribution
•    You have to come up with a promotion
•    You have to know “who” to target

I was asked this question many years ago by one of the best marketing minds in the world… “If you had to attract 20 new clients every week for the next 30 days, and your marketing had to pay for itself (return on investment) or you’d go bankrupt, which strategy would you employ to save your business”?

Leave me your answer below!

To your marketing success,