My recent Face book posts have been harping on the need for the "back-to-
basics- old- school- real- and- relevant- marketing- strategies" that
direct the execution of specific tactics to reach our goals.
I wrote these posts in the face of 50 to 100 posts I receive daily from
proprietors about being invited to this event, that tournament or to take
part in a special offer or two. Mostly, I read them for content and then
go to the next post.
Now I am not saying that new media is all wrong, nor am I saying to not use
it. I would be the first one to stand up and say, "embrace it, understand
it and master it."
But let me give you an example of what I mean. Recently, I saw a series of
communications from a noted proprietor where he sent out great emails, Face
book posts, ramped up his mobile marketing and invited people to consider
his center for a Holiday party.
So I called and asked about some information. NO ONE in the center knew
anything about it and the owner was not in. Three hours later I called
back...and got the same answer, "Gee, the owner isn't in, could you call
But maybe, just maybe if Mr. Owner would have spent the same amount of
time on a customer response strategy as he did on his Face book strategy,
he would have made another sale and dazzled the potential customer.
Because even with all of us using the new media, our business is still off;
our open play on weekends is hurting and our league play is flat to down.
Why? Perhaps, it is because we have lost site of developing and tactically
implementing the basic strategies of our business.
Getting back to basics and developing relevant marketing strategies that
have to be implemented with real tactics, not just inbound marketing
communications, is something we all need to do...and do it quickly.
What do you think?