The Magic of Marketing "Energy"
“Energy is everything and that’s all there is to it.” – Albert Einstein
A few years ago I was Marketing Director of a beloved nonprofit in NM when I stumbled upon a mysterious and powerful force: Marketing Energy.
My challenge was to promote our programs and fundraisers during an economic downturn with a buck-fifty marketing budget. I had to find creative and inexpensive ways to “get the word” out (and keep in mind that this was BEFORE Social Media).
Press Releases have long been a cheap and effective way to promote a business or event. I started sending weekly notices to media contacts, asked contacts to forward our information to their networks, gathered addresses for current and former clients for frequent e-blasts, updated our website with event photos, changed the messages to keep content "fresh" and our fundraisers were posted on every free online calendar imaginable. We were EVERYWHERE.
In a few months “MAGIC” started to happen.
One day our webmaster called to tell me that our site was getting more hits than large, well-funded, agencies in the state! Our events were well-attended. I started getting calls for radio interviews and TV shows.
People started CONTACTING US to see how they could help!
Why did this work? When you reach out to your audience CONSISTENTLY on MULTIPLE CHANNELS (PR/Online/Email/Outreach,etc.) with changing content you are essentially creating ENERGY for your product or service.
Your efforts develop into a centrifugal force that builds momentum and creates a “BUZZ.” People will start to be drawn to you!
Consider this: Traditional marketing wisdom says that a message has to be seen 7 times before it is remembered (and some say that number is higher now due to the huge volume of data we receive daily). What do you would think would happen if your prospects saw you 10 times, 20 times or more?
When an audience “SEES” your business repeatedly you become memorable and even more credible. By using different channels you also reach a wider and more diverse audience and it reinforces your message.
And now, with Social Media and Blogging you can reach more prospects than you ever dreamed of (although DON'T rely solely on Social Media - remember you have to "mix it up" if you want serious momentum). NOTE: You may get a "jump" in interest from using one marketing channel but it won't be sustainable.
Marketing “Energy” works and it works every time. Try this approach and let us know the results. May the FORCE be with you!
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