In our recent blogs we’ve talked about the importance of getting the marketing fundamentals firmly in place. These include the right brand and foundations such as a website, company brochures and literature etc. These foundational items are the essential building blocks that need to be in place BEFORE you can launch into the more outbound marketing techniques that are commonly referred to as ‘Routes to Market’ activities.
Routes to Market (RTM) activities are designed to trigger a reaction from a potential customer, whether you want to prompt them to go and view your website, to pick up the phone to speak with a member of your sales team, or directly place an order for your goods and services.
There are so many RTM options to choose from, such as:-
- Direct mail
- Google Adwords
- Search engine optimisation
- Social media
- Trade shows
Just to name a few!
RTM also covers elements that are perhaps less obvious – sales representatives going out to meet customers, Public Relations and even your Networking activity.
Which of the RTM’s will provide the best return on investment?
All of these activities have a cost, and that includes time as well as money – so how do you find the combination that’s right for you?
That’s where working with an experienced marketing professional is invaluable: by tapping into the extensive knowledge of an industry expert like David Antrobus Marketing, you can be sure of getting the best advice and the optimum return on your investment.
Finding the right ‘prescription’
It’s very much like needing a medical prescription. It is not wise to take a pill or medicine without first consulting a doctor, because there are so many factors to take into account. You need someone who really understands your condition, the underlying causes as well as the symptoms. They will talk to you about your lifestyle, any allergies, and most importantly, how any new medication will interact with other medicines you are taking. It’s your Doctor’s knowledge and experience leads to the correct advice.
In the same way, your experienced marketer will look at the marketing mix and how all of the activities will work together to bring you the optimum results you are looking for.
Of course, it won’t end with just a prescription – your relationship with your doctor is ongoing, with records kept and a professional monitoring of your health as it changes over time.
It’s exactly the same with your marketing partner: it is a long-term relationship, built on the knowledge of you and your business, evaluating outcomes and helping you to adjust your strategies and marketing mix as your business and the business environment around you evolves.
This strong partnership ethos means you will continue to have clearly defined objectives, consistent brand exposure and messaging, and will ensure that you have the monitoring systems in place to keep your marketing profitable and rewarding.
If you would like a FREE ‘check-up’ of your business’ marketing health, call David Antrobus Marketing on +44 (0)1925 909 050.