#80 - Marketing in the 21st Century

Well I must be doing something wrong. I was visiting a long standing client the other day and noticed a big box of supplies (toner & ink) in the office. I asked where they got them from and Quill was the answer. After shaking my head I handed out my price list that shows PCSS has much better pricing then Quill on Toner and Ink cartridges. The reply I knew was coming came "I didn't know you sold printer supplies!" Where have I gone wrong?

Modern marketing lore says you have to show a customer your message at least 8 times before it sinks in. In our media crazy age we are bombarded with advertisements so much that we tend to ignore all but most outrageous. Quick name ONE of the hyped super bowl commercials from 2006! No? Well what about one from 2007? Remember these advertisers paid Mega Million $$$ for these ads. Having said that I guess I don't feel so bad. The PCSS advertising budget is much less, in fact it almost doesn't exist.

PCSS tries to promote our offerings through our email newsletter, web site and seasonal hand outs. On every one of these items there is a listing or link to the products we sell and services we provide. So even if you read all three, we still don't have your complete attention. We try to target our pitches to existing customers and our target audience - Small Business Owners. I'd be thankful for any suggestions that you may have for improving our marketing. PCSS does not target the entire world as customers so that limits where we advertise and how we get our message out. Maybe we should consider subliminal ads. BUY PCSS, BUY PCSS, BUY PCSS...