10 Things I Know About... Contrarian Marketing

10. Step It Up

When your competitors slow their communications efforts, the marketing clutter in your industry is reduced, making more room for you.

9. Stay On Message

Any time, but especially when budgets may be tight, you should begin by determining what your message points are and who needs to hear them.

8. Know Your Base

Should your customers do more with you? Buy different products or services? Do less with competitive firms?

7. Web Profiles

Do you know who visits your web site and what they do once they get there? Should the site provide more information?

6. Integrated Message

Your web site, your public relations, your advertising, and your sales team should be communicating consistent messages.

5. Get Interactive

Ask your customers and prospects what they want and need. If your sales or distribution team is large or geographically dispersed, you may want to ask them, too.

4. Keep At It

An ad in the trade show daily at this year’s biggest event may be a good idea, but a one-time placement is not a sufficient marketing program.

3. New Opportunities

From digital editions of trade publications to content-rich web sites, you may find cost-effective new opportunities — especially if you are conducting a print advertising campaign with the same publication.

2. Measure Success…

Web analytics can show you specifically how your web site is serving you.

1. …Within Reason

There will be types of outreach in which it is tough to quantify results, but don’t throw them aside just because of that.

Michelle van Schouwen is president of the Longmeadow-based marketing firm van Schouwen Associates LLC. She can be reached at 413-567-8700 or www.vsamarketing.com.