A to Z of Marketing – O is for “One Doesn’t Work”

Would you place all your life’s savings into one stock or mutual fund? Of course you wouldn’t. Yet, it's baffling that so many companies place all of their marketing investment in one basket. Some rely solely on newspaper advertising. Some rely on radio advertising alone. Still others focus solely on direct mail, coupons or flyers.

Marketing plans that rely on one tactic are fatally flawed.

The single-prong approach assumes you will be able to identify the one channel, or medium, that will enable you to connect with your prospective customers. Truth is, there’s no such thing. Your customers view a wide variety of media. They read, surf the Internet, watch TV, listen to radio, see billboards, get mail and attend events. With a single-prong approach, you might just miss them entirely.