Author
Michael Masterson & MaryEllen Tribby
Quick Summary
Changing the Channel: 12 Easy Ways to Make Millions for Your Business dives into a wide variety of marketing channels or mediums, which they encourage businesses should use to grow.
Among these many potential avenues, individual chapters are devoted to:
- Direct Response-Online Marketing
- Social Media
- Search Engine Marketing
- Teleconferences
- Direct Mail
- Direct Print
- Direct Response Television
- Direct Response Radio
- Telemarketing
- Joint Venture
- Event Marketing
- Public Relations
You’ll learn how each channel can be utilized and integrated as parts within a comprehensive marketing effort, exploring the benefits of research & test-oriented strategies that allow your business to grow while curating products and campaigns to your customer base.
The #1 Takeaway
- Collecting information is paramount, whether it’s your customers’ desires or needs, contact information, advertising data, etc. There’s a ton of information you can gather even when a campaign or event doesn’t work out, which will help you in the future. Take your successes and apply them in new ways and learn from your mistakes. Similarly, just because one’s first attempt at utilizing a specific channel fails, that doesn’t mean you should abandon the channel altogether. Likely, you haven’t tested enough or exercised enough creativity!
How to Apply to Your Daily Routine
While I had previous knowledge about some channels and how they’re applied, others were out of my comfort zone. However, now that I have a better understanding of how performance is measured, I’m more likely to explore these new marketing mediums within my business.
The multi-channel approach also seems to be a great way of maintaining consistent contact with your current and potential customers, creating awareness and familiarity. That builds more trust when people see you in a variety of places, ultimately leading to increased success across all campaigns.
Favorite Quotes
Your best customers are those who are motivated, financially capable of buying from you, and prepared to buy. If you don’t locate and convert those customers through a multi-channel, direct-response advertising campaign, then you are leaving dollars—perhaps millions of dollars—on the table.
As we look forward into the twenty-first century, 100 years after the birth of direct marketing, we can see another huge trend that has taken shape and is moving fast. That trend is multi-channel marketing—an integrated form of advertising that takes advantage of everything we learned about direct marketing in the twentieth century, plus some astonishing new things we have been learning since the rise of Internet marketing in the 1990s.
Measure, track, and analyze. None of the above steps will do much good if you’re not keeping metrics on your progress. If you are not tracking and analyzing, you are simply wasting time and money.