The business owner displayed tremendous frustration over the lack of sales generated by the marketing campaign that cost thousands of dollars. Everything looked beautiful. Months were devoted to developing it. "Experts" were used to develop it. Yet, the response was disappointing. Why?   `

Marketing Must Help Produce Revenue, Otherwise it is a Waste

Here are a few common mistakes that we see:

First, campaigns are developed to appeal to the business owner or the manager. The key decision maker loves the campaign. The "experts" developed something that the key decision maker loved - and would gladly pay for. However, no one refocused the campaign on determining what the prospects would respond to.

Second, "artistic beauty" is confused with "effectiveness." Effective campaigns are not necessarily the most aesthetically pleasing. Graphic designers are not the same as marketing experts.

Third, "marketing" is substituted for "sales effort." We have seen many firms that suffer from reluctance to pick up the phone and call prospects. They spend numerous hours and dollars designing the perfect marketing campaign only to have minimal results because pure sales efforts are needed. While a good marketing campaign can make it easier to sell, it should not be carried out at the expense of sales efforts.

Increasing Revenue, Inc. will help firms determine what marketing strategies are needed. When effective and appropriate marketing techniques are applied, generating revenue is much easier.

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