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Marketing in 2013: Active vs. Passive Mediums

Welcome to 2013, another year and 365 more opportunities to make marketing work for you. There are many mediums that compete for your overall budget and with all of the options available from direct mail to print to digital, how do you know which marketing tactics are best for your practice? We’ll explore the difference …

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Direct Mail & Digital: Unlikely Allies

In today’s marketing world, multi-media integration has the potential to be broader, deeper and more powerful than ever before. Instead of looking for “the next shiny object,” or “the silver bullet” (which don’t exist, by the way), think about how you can build a strong marketing presence by leveraging several media outlets – that have …

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The Fear Factor

“People who don’t take risks make about two big mistakes a year. People who do take risks generally make about two big mistakes per year.” – Peter Druker

On my way to Atlanta this week for on business, I started thinking about fear. For me, fear of flying is right up there at the top. And for the masses, there are so many fears that there are even scientific names for them: arachnophobia (fear of spiders), coulrophobia (fear of clowns), acrophobia (fear of heights) and even panphobia (the fear of everything). Luckily fear of marketing isn’t widespread enough to justify an official name!

But what about those business owners that are “afraid of marketing?” I’ve seen it time and time again across different industries where decision makers are so consumed by fear of marketing that they don’t do anything; they let fear take over and paralyze their otherwise good business instincts. They are so afraid to make “the wrong choice” that no choice and no momentum is the outcome. Peter Drucker, influential writer and management consultant, said, “People who don’t take risks make about two big mistakes a year. People who do take risks generally make about two big mistakes per year.” The question is not will you make a mistake – at some point you will – the question is, what’s the alternative? Do you invest in marketing with a defined strategy and an expected return or do nothing? The choice is yours.

Let’s face it, there are no guarantees in life, but if you don’t get in the game, you’ll certainly never win. What if I told you that trying some form of marketing – even if it’s conservative – will help you grown your business? Seems like a no-brainer, right? But fear of the unknown often holds otherwise savvy and confident business owners back.

A great way to overcome the fear of marketing is to become educated on what works in your industry, holding fast to a frequent and consistent plan and tracking your return on investment (ROI). As humans, we tend to fear what we don’t understand, so educate yourself on marketing and it will become more approachable. Talk to your peers, do some research, consult with a marketing professional (like me!) and read blogs (like you are doing right now!).

For the most part, we confront and overcome our fears. Otherwise, I wouldn’t have sat on a plane this week. And if all else fails, just be brave. It helped me conquer my 30,000 feet jitters!

General questions about marketing? Contact Keara M. Piekanski, AHAA Marketing Manager at kpiekanski@ahaanet.com

Social Media: 3 Pitfalls [and How to Avoid Them]

The trend towards integrating digital media into one’s marketing plan is definitely on the uptick in the Audiology world and curiosity is piquing regarding social media forums. As I speak with Associates daily, it’s inevitable that questions arise on social media, which is a wonderful! Last year at this time, I was begging business owners …

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Want to improve your business? Read.

Because you are reading this, it’s indicative of your passion for information and “knowledge is power” mindset. It also shows that you understand your competitive advantage! Many people view themselves as overly busy, stretched-too-thin business owners and leaders, who often don’t allow themselves the luxury of reading for business, pleasure, or at all. Wouldn’t your …

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The Boomers Are Coming!

They are the Holy Grail of business and industry. The proverbial tsunami of customers that will likely reshape and redefine our industry. Much the same as they have with so many other business categories, media channels, and lifestyle options they’ve already encountered. New attitudes, new lifestyles, new opportunities The mature market (broadly defined as consumers …

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Social Media 101

Welcome to a crash course in social media! This post is an exercise in defining social media and some of the popular outlets playing together in the cyber sandbox. Let’s begin with some definitions: Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. …

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Calling All Smart Marketers (who dig data and like saving money)!

As a consumer, I want to know that I’m getting the best “bang for my buck.” Before any big purchase, you can be sure I’ll turn to consumer reports and reviews on the Internet and do some homework on what fits my needs, lifestyle and budget. On a much bigger scale, business owners need to …

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