The Magic of Number Three: Time to Simplify
It may seem obvious, but when things are shaky out there with the economy, marketing tactics need to be even more effective. What does that mean for us marketers? Well, in a nutshell it means taking a look at tactics that might need to be put on hold and/or consolidated. It also means re-evaluating basic marketing tactics to see what’s working and what’s not. What’s nice to have and what is a need-to-have? What marketing activities are too costly and can be tossed out from a marketing strategy? Do you have marketing campaigns with endless layers of tactics that are draining your budget dry? If you do, maybe it’s time to consolidate and simplify to the number three.
Here’s how to think about it: For basic campaigns and outbound communication strategies, try to think of things in threes. What three things can you do with one simple piece? For example, if you have several points that you want to make about your product or service, try doing a best practices collateral piece. Pick the top five things that your product or service does for your customers and integrate this into a short bulleted document that’s easy to use for your reader. Make it a PDF flyer and make sure your logo and branding are at the top.
How can you use this finished PDF document? It’s easy. Think of it in threes. What three ways can you now leverage this piece to get to your customers and help increase your revenues?
One way is to post it on your website for your customers to download and view. Another way is to take that PDF piece and send out an email campaign blast to your customer database. That’s two! You can also take that same piece of information and record a short podcast or Webinar. That’s three! Now record that podcast or Webinar and send it to your potential customers. The list goes on…You can probably think of a few more ideas, but the idea is to leverage one marketing piece and to use it in several different ways to help your customer. I call this simplifying your tactics. You’ve now created a great piece for your product or service and you have also saved a ton of money by doing it yourself!