Technique November 2005 : M/C/C - Where technology lives. Dallas, Texas
Those who follow sports know the big difference between a team that's playing to win versus one that's playing not to lose. The team trying to win is aggressive and proactive. It creates the action rather than waiting for the action to come to it. This allows the team to determine its own success. Conversely, the team playing not to lose hunkers down and just hopes the other guys screw up. With this passive approach, victory is not determined by the team's ability, but by the opponent's inability.
Advertising and public relations are critical to your company's success. You cannot afford to sit back passively and wait for your customers to begin placing orders before you start an aggressive marketing communications program. And now is the time, as you're planning next year's budget, to commit to that plan.
If you truly want to increase your sales for next year, then include an advertising schedule in your budget. It's that simple. There are so many reasons to advertise. If you don't believe me, call me, and I'll be happy to share them with you in person.
A public relations program for next year can help educate your target audiences on new products and services while supporting your sales process. It's also a great way to increase your company's credibility in the marketplace.
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