Mel feller looks at ideas for greater marketing and advertising success
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This document summarizes Mel Feller's ideas for greater marketing and advertising success. It discusses how marketing and advertising can either help or hurt a business depending on how it is implemented. It provides tips to avoid common mistakes like not targeting the right audience, spending too much too soon, getting lost among other ads, and not taking advantage of free publicity. The document emphasizes focusing advertising on customer benefits and needs, developing expertise in marketing, continually expanding networks, and having an online presence.
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Mel feller looks at ideas for greater marketing and advertising success
- 1. Mel FellerLooks at Ideas for GreaterMarketing and AdvertisingSuccess Marketingand advertisingislikeadouble-edgedsword.If usedcost-effectively,consistently,and systematically,marketingandadvertisingcanbe the flame,whichignitesthe growthof yourbusiness. On the otherhand,marketingandadvertising,if approachedinacareless,sporadic,andunrealisticway, can drain yourbankaccount, produce disappointingresults,and -- ina worst-case scenario -- resultin businessfailure. Avoid Marketingand AdvertisingMistakes... and Seize Opportunities Half the battle inusingmarketingand advertisingtoyouradvantage isto avoid commonmistakesthatmanysmall business ownersmake indevelopingwhatmightbe looselycalledanadvertisingandmarketing campaign. Here are tenkey pitfallsto avoid whenlaunching any marketing and advertisingcampaign Target all your marketing and advertisingefforts: If your intendedtargetmarketisseniorcitizensor housewivesornewlywedsorparents,thendoeverythingyoucanto reach that specificgroup.Most productsand serviceshave one ormore target markets.Advertisingandmarketingdollarsthatare not spentonreachingyour targetor niche marketmay representwastedmoney. Start conservatively.Spendyourmarketingandadvertisingdollarscautiously,atfirst,until youdiscover, throughexperimentation,whatworks.Wordshave atremendousamountof powerinsales,marketing, and advertising,soconsidereitherhiringaprofessional copywriteror-- if you have the time andinterest -- learnthe basic principlesof successful copywritingandadvertising,yourself.Here are some resources to considerif youwantto learnhowto avoidbeinga 'cluelesscopywriter': Don't GetLost in a Sea ofAds! If youcannot arrange tohave your ad ina spotthat will be seen,then youmightgive some thoughtto postponingthe ador placingitina differentpublication.Whenawhole bunchof displayadsisgroupedtogether,itincreasesthe tendencyof manyreaderstoignore all of them.If your ad issurroundedbyotherads,it dilutesthe potential effectivenessof the ad.The name of Mel Feller
- 2. the game inmarketingandadvertisingistoSTANDOUT ANDBE NOTICED!(Hopefullyforall the right reasons.) AdvertisingSalespeople MayHave Their Own Agenda: Whenyoumeetwithan advertisingsalesperson, go intoit witha healthydose of skepticism.While manyof themwill provide youwithhelpful advice, guidance,andadvertisingideas,keepinmindthattheirprimaryobjective isprobablytomake asmuch of a commissionastheycan.Thisis not necessarilya'rule of thumb',but theymay try to sell youmore than youneed,bothintermsof the size of an ad and itsduration.Until youare sure that you have a winningadthat hasbeenproventogenerate responses,itisusuallyasoundideastoproceedwith cautionwhenmakingmediabuys. Continuallyexpandand strengthenyour network. In mostbusinesses,nothingbeatsthe marketing powerof havinga well-establishednetworkof personalcontacts.Notonlyisthisvaluable asa relationshipmarketingstrategy,butyoucanalsoget a lot of mileage outof itfrom a referral andlead- generatingstandpoint. Do not MissOpportunitiesfor Free Publicity.If youget inthe habitof sendingapressrelease tolocal newspapersandothermediaoutlets,everytime youhire someone new,winanaward,chaira fundraisingdrive,openanewbranch,move or expandyourbusiness,partnerwithanotherbusiness,or evenstarta newwebsite,you'll increase yourvisibility,your'recognitionfactor',andyourcredibility.If you're lucky(or somewhataggressive inpromotingyouravailabilityasa mediaspokesmanand/or source of information),youcouldsparkareporter'sinterestindoinganarticle or feature store about youor yourbusiness.Thatkindof publicitycanreallylendanairof credibilityinthe marketplace. Know Thyself! By determiningwhatyourstrengthsandweaknessesare,youcan capitalize onyour strengthsandworktoward correctingor compensatingforyourweaknesses. An InternetPresence isIncreasinglyImportant. Notonlyishavinga website becomingavitally importantpart of a well-roundedmarketingandadvertisingprogram, butmanycustomersand prospective customersexpectitfromyou.Havinga well-developed,up-to-datewebsite cannotonly helppeople findyou,itcanalso helpyoucommunicate more effectivelywithyourclientsabout everythingfrompricesandproductfeaturestocompanypoliciesandpersonnel changes.Formostsmall businesses,the Internetisanunderutilizedmarketingandadvertisingtool,anditspotentialis tremendous. Prospectsare onlyinterestedinOne Thing! Whetheryouare givingasalespresentation,respondingto a phone inquiry,writinganewspaperador constructinga brochure,yourfirststepshouldalwaysbe to 'leave youregoat the door. Andconcentrate on whatyoucan doto enhance yourcustomers'(or
- 3. prospects') life,solve aproblemforthem, addtotheirenjoyment,helpthemreachtheirgoals,give themsecurity,make themsafer,helpthemtofeel betteraboutthemselves,orhelpthemsatisfytheir needtobe happier,healthier,more loved,appreciatedor...well,yougetthe idea!Theyare mostly interestedinhowyourproductorservice can benefitthemandwhetheritismore affordable,easier, and more service orientedthanthe competition.If youbase yourmarketingandadvertisingonthat premise,yourfoundationforsuccesswill be rocksolid! DevelopinYourselfa Marketing and Advertising'consciousness': Cultivate acuriosityandinterestin marketingandadvertising,andpayattentiontowhatotherbusinessesare doingtopromote themselves to the public.Youwill increase yourownmarketingandadvertisingeffectivenessif youbecome sortof a 'student'of what motivatespeople tochoose one businessoranother.Readeverythingyoucangetyour handson and keepanotebookwithall the goodideasandstrategiesthatyoucome across. Mel Felleran Architect ofChange in Both BusinessesofAll Types and Various Types of Real Estate Investments My name isMel FellerandIam an architectof change.Istand alongside the boardandexecutive of a companyand assistas theychart theirwayforward.It isscary headingintothe unknown,intothe often- uncharteredwatersof change.Iknowhow that feels.Asanindependentadvisor,Isee clients challengedbycomplexityastheystruggle todevelopandexecute relevantstrategyeffectively.My contributiontotheirenquiryisthe unionof myexperience asacharteredBusinessInfluencerandReal Estate transactionEngineerwithadeepinterestinleadershipbehaviorandhow itinfluencesresults. Mel Feller’sdynamicpresence,instinctive strategicvision,andcreative thinkingproduce effective, sustainable bottom-lineresultsforhisclients.His“CanDo” attitude generatesconfidence inhis executivecoachingclientsandstrategicconsultingcorporate clients.ThroughoutMel Feller’scareer,he has increasedthe profitabilityof nearlyeveryorganizationwithwhichhe hasworked. Mel Fellerhasaunique abilityto relate tohisclientsbecausehe came fromThe UnitedStatesSenate, where Mel wasthe Chief of Staff fora UnitedStatesSenatorandwas alwaysmeetingwithprominent businesspeople orpoliticians. Hismainlove wasdealingwithconstituentsthatwere the grassroot voters! Since foundingCoachingForSuccess360 In 1989, he has effectivelytranslatedthatexperience intoresultsforhisclients.He focusesonseparatingdailydistractionsfromthe real issuesinordertoput the executive and/orbusinessonthe rightpathto grow and prosper.Resultsare immediate,growth sustainable,andprofitabilitylong-term. Dozensof Mel Feller’sclientshave beenonInc.’s500/5000 listandmany have beennamedasa “Best PlacesTo Work.
- 4. UsingMel Feller’sintuitive,systematicapproach,andourprovenstrategicandtactical tools,we help youplan forprofit. Mel Fellerbelievesthatwhatgetsmeasuredisimproved.Therefore,he iscontinuallydeveloping processesandsystemsthatallowyoutoeasilymeasure,manage andmaintainahighlyprofitable business. Mel Felleris readytohelpyouincrease yoursales,trimandmanage youroperatingcostsand see your profitssoarand/or leverage yourtime forBusinessorReal Estate! “Truth telling,honesty,andcandor:IlovedyouMel Feller!Youhave somuch energyandknowledge!I trulyhope I getanotheropportunitytobe coachedby you.I see myself alittle clearernow,andit’snot so bad.” Lisa Mathews “Mel Felleryouaddedmore value thanwe canpossiblysee rightnow.Mel Feller,youare warm, inviting,andaccommodating.Thankyouforcomingalongside usinthistransition!” VanessaCavanaugh “Mel Fellerthe besteducationsessionthatwe have attendedinmanyyears!Thankyousomuch — I am veryexcitedtoputeverythingyouhave taughtusintopractice!” Michael Randolph “Mr. Mel Feller,Thankyou,thankyou,thankyoufor givinga marvelouskeynote atourSymposium! While we have notyetcollectedthe official feedback,the unofficialfeedbackwasthat You Were a Hit! I heardnothingbutcomplimentsregardingyourpresentations.Thankyouformakingsucha positive impacton our attendees!” Lyle CunninghamVP "Mel Felleruseshishumor,compassion,anddirectnature tohelpbringoutthe bestinme.Mel Felleris committedtohelpingme live...Imean,reallylive,life toitsfullest." Jose Rodriguez