When you undertake any kind of marketing activity or promotion, it makes sense to get the most possible return on your investment. That's where "marketing pillars" come in. No, they're not an expensive pop-up promo item you have to rush out and buy. I'm talking about the various channels that you can use to support your campaign. One "channel" is really not enough to cut through (unless you strike it extremely lucky).

For example: if you’re promoting a seminar in the newspaper and you also utilise direct mail, you'll get more responses than you would by running two campaigns promoting separate services. Also, pillar promotion is very important in maximising your reach. For instance, certain people simply won't read local papers, but they may listen to the radio or read direct mail.

Repetition and Frequency are Important in Marketing

Ad agencies will tell you to repeat the same ad again and again on the premise that people are more likely to respond after they hear or see an ad a few times. This IS true; but what works even more powerfully is repeating the same message in different media.

When people see your promotional message promoted in one medium (hearing a radio ad, for instance) then see your promotional message in print, they feel they have known your business for longer, and perceive your business as more trustworthy/credible.

The more pillars you have, the stronger your business is. lf you have less than four pillars, your business is at best wasting opportunities and is very likely in vulnerable position.  

Whenever you run a campaign, don’t just stick with one form of marketing. Use a variety of methods.

For instance, if you run an ad and you also send out a direct mail campaign, you'll get more responses than you would by running two campaigns promoting separate services.

Why?

1. Credibility -  When they see your marketing efforts in two places (or more) prospects are less skeptical of you. They feel you have a large, reputable organisation.
2. Reminder  - People may glance at your ad and think, “No, that's not for me.” But then, they may also receive a direct mail invitation. Because they saw the ad in the paper first, they're more likely to read the letter and vice versa.

To Your Success!