Expose Yourself: Top Marketing Mistakes - According to the Experts

By Becky Mangus



"Marketing" is one of those words that usually make eyes glaze over when mentioned. Although most people know the general concept, the term is so all-encompassing that it becomes almost as hard to pinpoint as the elusive butterfly, abominable snowman or Loch Ness monster. And, there are so many marketing options that, with eyes a-glaze, most heads spin.

There are a lot of "should-" and "must-do's" when considering marketing strategies, but there are also some basic mistakes that are commonly made. Below are a few mistakes that some of our state marketing specialists believe it is wise to avoid.



Don't Slash the Budget

One of the most common mistakes that individuals and companies make, especially in economically difficult times, is stripping the marketing budget. When times are tough and cash is low, reducing spending on what appears to be an intangible item seems the prudent thing to do. But the experts say otherwise.

¥ Lisa Miles, president of Miles Public Relations in Columbia: "Over the past few years, marketing budgets have escalated and then hit all-time lows. ... It's a frustrating cycle because, during a recession, that is the most important time for companies to raise their profiles.

"Think about it - if you cut back your advertising, marketing and public relations budgets, how are your potential clients going to hear about you?"

¥ Mitchell Schmale, vice president, Corporate Division of Maroon PR in Marriottsville: "In a struggling economy, many companies fall into the trap of cutting certain internal budgets to manage costs and survive the tough times. Often, the marketing budget is one of the first to be slashed. Effective marketing is vital for a company to remain competitive during the tough times so that they are poised to be successful when the economy improves. Companies may have to make tough decisions in managing expenses, but slashing the marketing budget should not be the easy fix. In fact, nothing could be further from the truth."

¥ Lisa Brusio Coster, president of Coster Communications in Marriottsville: "We all understand the need for belt-tightening in this economy, but the biggest mistake we see our clients or potential clients making today is reducing their marketing and PR budgets to almost nothing. If cutting back is necessary for survival, so be it, but foregoing all PR and marketing campaigns is counterproductive.

"If it's a challenge for a client to gain market share or membership during these times, it won't get better by dramatically reducing exposure. Whether it's paid advertising, media relations, trade show participation, web site optimization, speaking opportunities or award submissions, a business or nonprofit shouldn't put it all on hold. The audience needs to know what's available in order to engage."



Inconsistent Message

Avoid causing confusion in a marketing program. You need to have the same look and feel across all of your ads, promotions and overall marketing plan.

¥ Kyri Jacobs, executive vice president, Bonnie Heneson Communications in Reisterstown and Columbia: "One of the biggest mistakes businesses make is lack of consistency. Brand building requires attention to consistency. We strive to help our clients identify who they are and convey that in all that they do, both graphically and in messaging. Branding also needs to remain just as consistent in your social media as it is in your traditional marketing channels."



Lack of Diversification

The old saying, "Don't put all your eggs in one basket" applies especially well to a marketing program. Creative marketing through a cross-section of strategies is especially wise with the speed of change today and the diversity of the audience.

¥ Duane Carey, president of IMPACT Marketing & Public Relations in Columbia: "Far too many people equate marketing with advertising. Advertising is one important component, but if you're falling down on the other components (public relations, promotions, client relations, direct selling, etc.), you're not getting the full benefit of an integrated marketing approach. I also continue to see companies with web sites that just don't work well, and that is inexcusable these days."

¥ Schmale: "A slow economy is one of the best times to raise your corporate profile as a leading company in your respective industry and capture valuable market share. Rather than turning to traditional advertising to raise brand awareness, many companies find a greater return in investment in public relations. PR and marketing support can grow customer awareness, create an exciting buzz around a company and help gain strong third-party endorsements in the media. During a down economic time, corporate and customer success stories shared through an effective public relations and media campaign often resonate much more powerfully with consumers than a stand-alone advertising campaign.

"It's time to dispel the myth that a company has to cut its marketing budget because it is not yielding the expected returns, when in fact, the truth may lie in spending its marketing dollars more creatively."

¥ Karen Lubieniecki, president, KAL/PR in Laurel: "I think the greatest challenge my clients face is trying to understand how marketing and PR are changing. The opportunities have become so fractured that it's difficult to identify the best place to place their often-limited resources. Much of the "old" media - such as the Washington Post/Baltimore Sun - on which they relied to promote issues and events is disappearing, and if not disappearing, so re-engineering itself as to be almost unrecognizable.

"Utilizing new marketing and PR opportunities - Facebook and Twitter for example - is an ongoing and evolving challenge, and yet it's very important to include these untraditional media in the mix."



Stay on the Bandwagon

A solid marketing plan means building a reputation over time through ongoing exposure in a variety of mediums. According to Miles, there are several questions you can ask to evaluate your strategy.

¥ What percentage of increase do I want/need in new business to increase my growth (or stay stable)?

¥ Where do my new business leads come from?

¥ What can I do to make my marketing/advertising/public relations dollars work in a more economic fashion?

"And always look at what you're doing to determine what's working. If something isn't increasing leads (hits to your web site, calls to your office), then you may need to reevaluate your program. As a former colleague once asked me, 'Why do the same thing year after year and expect different results?'"

By the same token, don't change for change's sake. Sometimes a tried-and-true formula will continue to work, and it is wise to stick with it. However, ongoing evaluation of your marketing program is one of the best ways to efficiently and effectively reach your target audience.

¥ Barbara Barnow, president, Strategies Unlimited in Columbia: "Companies large and small often embrace a limited definition of marketing that they carry through economic change, organizational restructuring and market shifts. For some, marketing is the equivalent of advertising and nothing more. Others recognize marketing as collateral materials, such as presentation folders, brochures, web sites and social media sites. However, the biggest misconception is that marketing products such as the above can be successful absent of an overarching strategy or set of strategies.

"Marketing at its best is always linked to strategies based on current market research plus a reassessment of company capabilities and goals. Those strategies create not only an action plan for growth but also the momentum for staging and coordinating messages, tactics and materials. It's simply na•ve to believe that a new tagline or logo, on its own, will invigorate a company and engage its markets.

"Clinging to old concepts of marketing, especially those that require minimal or piecemeal efforts, can be very appealing. However, going forward with a strategic foundation is the soundest way to make an impact."