Lack of motion is death. Motion is caused by forces. Lack of marketing and advertising without a strategic plan is potentially death to a business. By creating a marketing force with a powerful direct marketing strategy, gets your marketing and advertising in motion. The next goal is to create marketing momentum. In physics and nature, momentum is a powerful force – whether it takes the form of space junk falling from the sky or a hurricane striking a coastland. Momentum is a powerful force when it comes to a direct marketing strategic plan as well. Think of your marketing plan as an automobile which gained momentum as the road started going down the hill. Momentum means that you create a direct marketing plan and keep pushing that plan. You remain constantly devoted to the plan. You live with it and stick with it no matter what.
Here’s a tipping point to recognize. Business gets good. You’re slammed with orders. Production slows. You think of applying the brakes on your direct marketing plan, just a bit, to take some of the pressure off your employees. But before you do that, think of the momentum you finally achieved by using a new direct marketing strategy. For example, in team sports, such as a football, a team’s winning strategy over an opponent, can be challenged by a big play in the game, creating a momentum shift for the opposite team.
Recognizing and reacting to a momentum shift is important for your direct marketing and selling success. Business gets bad. You’re scratching for orders. Production is all dressed up with nowhere to go. The temptation is to put future direct marketing on hold. This too can break the momentum of your direct marketing program. Is it time to retool or reboot?
Think of your direct marketing program momentum as a machine that you need to keep adding fuel to, the needed force, such as: (1) A new offer, (2) Creating a new segment or two among the existing contacts, (3) A new design, and so on.
Your marketing goal is to keep the momentum going.
You know how much time and effort it took to get up to speed in the first place. You built a machine that is sending sales, inquiries, leads and prospects your way on a daily or weekly basis. So, once you put the plan in motion, keep it in motion. Or in other words… the time it takes to get you back up to speed again may cost you more than the cost of maintaining or holding your course.
