How Many Types of Promotion Is Enough?

July 8, 2024

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How Many Types Of Promotion Is Enough?

In today’s market, relying on just one or two promotional actions isn’t enough.

One of our clients, a successful company, emphasizes, “the more marketing mediums, the better.” They currently use over 21 different promotional channels to generate leads.

If one or two approaches are working well for your organization, that’s great. However, if one of these methods stops delivering results, you risk relying too heavily on a single promotional medium, or to simplify, type.

Diversifying your marketing efforts is crucial to maintaining a steady flow of leads.

I mention this because, when reviewing the marketing efforts of companies—especially those needing more leads and sales—I consistently find that they are doing far less than what’s necessary to achieve their goals.

The estimation of effort is often far too little compared to what is required to get the desired result.

Take the Toronto Maple Leafs, for example (just kidding, but not really).

To practice what we preach, our marketing department consistently employs both online and traditional methods of promotion each week to generate leads.

These approaches of traditional and online marketing complement each other seamlessly. Our website is consistently promoted, highlighting key buttons and addressing common pain points we often hear about, while we concurrently send out physical mailings, postcards and yard-signs.

Here are some of the types of marketing the we utilize on a consistent basis:

Online Marketing Actions

Traditional Marketing Actions

Weekly lawn sign campaigns.
Regularly mailed postcards showcasing our team.
Branded apparel for our staff.
Attendance at trade shows (in our branded apparel).
Branded giveaways such as pens, tape measures, etc.
Regular mailings to prospective clients.

You might be wondering, “What if we don’t have the budget for all these activities?”

My answer: “Aggressive marketing builds marketing budgets.”

Invest in Marketing

When a business, such as a healthcare clinic for example, opens its’ doors, the start-up costs for the storefront, furniture, and technical equipment can easily begin at $100,000. So, why should the marketing budget be any less? I often hear, “We spent everything on opening and have no marketing budget.”

Marketing is an essential part of launching a business and shouldn’t be neglected. In fact, a significant portion of your budget should be allocated to promotion, especially at the start.

Additionally, I recommend setting aside 10-15% of your weekly pre-tax income for ongoing promotions. This amount should be placed in a dedicated marketing account to ensure it is used solely for that purpose.

Keeping these funds separate prevents them from being spent elsewhere and ensures consistent investment in your business’s growth.

Maximize Your Reach and Watch Your Leads Soar

You’ll know you’re doing enough when you’re receiving so many leads that it’s a challenge to respond to everyone and send out quotes. Until you reach that point, promote your business aggressively.

Take my professional (and free!) advice: set aside 10-15% of your weekly revenue for marketing.

If you want a comprehensive online and traditional marketing strategy with multiple channels working together to generate leads, reach out to me for a free consultation.

Call me today!