Even Small Business Do Not Market Smart

Yesterday, I had a funny thing occurred. After grabbing my morning cup of coffee, I walked out into my front yard, to look for the paper.

This morning I noticed something different. Hanging on my garage door was a flier, again nothing new. Sometimes we could call this drive by prospecting.

What was kind of funny is that it shows how many really do not understand target marketing or how to implement it. What this flier said really made me laugh.

"Tired of Maintaining Your Grass?"

Want Less Water and Maintenance Expenses? Convert your grass to desert water-smart landscaping now.

Ok no that is not a bad offer for someone living in the desert community of Henderson Nevada. After all, we really don't get much water, a little over 4 inches per year.

Here is where the marketer made a huge mistake, fliers are not cheap no matter how you look at it. Even if it only costs you pennies to produces spread a few thousand of these around to the wrong target market it will cost you a good portion of your marketing budget.

So what could this individual have looked at that would have told them very quickly I was not in the market for their services? Well of course my front yard.

A quick look would have shown that there where 5 cactuses, 2 Texas Willows, 2 Rosemary bushes, and one Desert Mesquite tree. All desert plants that require very little water.

The rest of the yard is covered in landscaping rock! As I stated a quick look would have give a clear indication that this is not a prospect. To survive in your home business, you must be able to identify who is and how is not a your prospect.

I almost thought about calling the company, and explaining all this to the owner of the company. Then I thought maybe that is not the best idea with the current state of the economy.

The individual who was sent out to do this could possibly lose their job and that would not really be fair, it's just that they simply do not know! If they did there would not be a need for individuals like myself a Certified Marketing Consultant!

The rules are simple:

Know who your target market is. Reach your them in the most cost effective way possible. Ask for referrals from your previous customers.

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