Weekly Tip

Gut Instincts are not always good for your marketing

By: Leslie Stevens, Eclipse Marketing

A few years ago you may have had a pretty good gut feeling for your market. Most of your sales came from people in your local area who found you through referrals. Those times were abundant and you didn’t need much more than good intuition to get ahead.

Today, new customers are more cautious about their selection of integrators, plus they are looking to the Internet for information on complete solutions and components. Customers are bouncing from site to site like they were in a pinball machine. You have no idea who is sending you referrals and where your next lead will come from. In short, the changes in consumer behavior have given your gut feel a gastric bypass.

ESCs need to face up to the fact that marketing is more complicated than it used to be, and your gut feel is less equipped for the job. In fact, some of your experience from a few years ago is working against you when you make decisions in a vastly different landscape. Networking with other dealers at trade events isn't enough either because markets are different from one community to another. You've got to make sense of your local market and work it appropriately.

Getting current information about your local market and customers takes initiative. Start with some market research and then put together your action plan. This will enable you to make better short-term and long-term decisions and give your gut fast relief. A strategic marketing plan takes time, but the outcome is worth the effort. A simple campaign consists of the following elements:

• Target markets

• Marketing budgets

• Marketing activities

• Calendar of events

• Return on Investment strategy

To learn more about affordable marketing tools available, visit www.eclipsemarketing.NET. Now through March 1, 2011, Eclipse Marketing is offering CEDIA members 30 minutes free marketing consultation. Use promo code 30CONSULT. Contact Eclipse Marketing info@eclipsemarketing.net www.eclipsemarketing.net +1.949.363.5340

This article is provided courtesy of Leslie Stevens, President of Eclipse Marketing. Eclipse Marketing is a full service marketing and public relations firm servicing the residential and commercial audio/video and security industry. Eclipse Marketing provides electronic system contractors, dealers, manufactures and distributors with professionally designed and affordable marketing tools and material. Eclipse Marketing provides CEDIA, members with marketing material at special member rates Leslie Stevens can be reached at leslie@eclipsemarketing.NET or by calling +1.949.363.5340.

CEDIA Professional Services Members, trusted for their professionalism and reliability, offer CEDIA members unmatched channel expertise in specialized fields and insight into the latest trends and tactics in the custom installation industry. These individuals and companies offer a wide-array of services and consultation programs including support with marketing and advertising strategies, graphic design, website design, product launches, public relations, promotional goods, product design and development, hardware and software engineering, trade show management, strategic business planning, financial and administrative development, and more. For more information on CEDIA Professional Services Members can help you and your business, please visit www.cedia.org/psat.