Splash or Drip?
Oct 12th, 2008 by Vikram Rajan
We all have a marketing budget. Is it a line item? Is it consciously invested? Is it monitored? Is it planned?
Our marketing budget is the time we spend on networking, asking clients/COI for referrals, improving our website, writing our newsletters, and all the other W.A.T.E.R.S. endeavors. And of course, we all have a money budget for marketing. We may only spend money on events, mailings, phone calls, and collateral development — and some of us may make media ad buys.
All too often we find clients more interested in making a Splash, to keep up with the larger firms out there. Yet, time and time again, we find that that it’s the consistent small actions - marketing habits in routine drips - that really provides the biggest bang for the buck.
Splashy ads and campaigns can spark buzz. But it’s the consistent drips that sustain word-of-mouth marketing and follows up on results.
Start a drip campaign of e-mail, phone, regular mail, and meeting campaigns. You can do so today. When was the last time you had breakfast, lunch, or dinner with one of your top clients?
Splash campaigns should be planned, executed, and managed more strategically so as to not waste precious time and money.
In both (and you should have both), Your Practice Marketing (aka, W.A.T.E.R.S.) Action Dashboard becomes pivotal and center stage. See attached.
