How to Avoid Negative Impact Marketing

Negative impact marketing damages your business and drives customers away.

There are four main ways to generate negative impact marketing:

1. Wrong Market

A product or service offered to the wrong market can have a negative impact on your company. BA do not send flyers on their Economy fares to film stars or their First brochures to working class estates for good reason. In both cases, the identified group could well use BA but if they were sent the wrong literature they would almost certainly fly with another airline.

2. Wrong Cost

Cost is a major factor in terms of impact. It can be too low or too high for your market. Many companies are scared of being too high and then drive themselves into the too low category. People, especially Midlanders don't trust things that are too cheap.

When EasyJet first started in the mid-90's, many people were convinced that they would get on a plane held together by duct tape and literally be flying on "a wing and a prayer". This was negative marketing and it took a few years and a lot of marketing and publicity before the general public could be enticed onto their aircraft.

A wrong price, too high or too low, will give lead to negative impact marketing.

3. Too Many Buying Barriers.

Cost is only one buying barrier. There are a number of others that may well have a negative effect on your business. These include:

Asking for all of their details. Many customers are put off by the amount of information they need to supply to make their purchase. Over 40% of people bail out of a purchase half way through completing the sales form on a web site. This equally applies to telemarketing and direct mail.

Not being upfront with your details. People are very wary of scams such as web sites, e-mail, direct mail, telemarketing etc., and if you are not upfront with your details this can give give them a negative impact.

Inconvenience. If it is difficult for people to get or order then you can switch off a lot of orders. It is the equivalent of delivering pizza delivery menus outside of your delivery zone.

4. Poor Promotion

If your product or service is something that people want and This is the probably the It usually contains one or more of the below errors:

• Spelling Mistakes
• Poor Grammar
• Bad Copy
• Poor or Cheap Material
• Badly Finished Material
• Out-of-focus Pictures
• Missing Information
• Wrong Information
• Misleading Statements
• Inappropriate Language
• Is Just Plain Dull

It can also occur when the marketing literature promises more than the company can deliver, i.e. “over-promising and under-delivering”.

The easiest way to avoid negative marketing is to use the above as a check list and ensure that you can maintain the high standards promised.

Low Impact Marketing OR How to Beat the Competition