A while back I had a new client who wanted to work (within a reasonable budget) to grow their market share. Like most small businesses they had dabbled in a few bits and pieces.
Their latest attempt was to spend $1800 on Fax Marketing – they got a blast out to every local businesses fax machine. Not once but twice. Just to make sure they got it.
First round – return was zip. Second round – return was zip.
Figured that was the end of it. Nope. They then sunk the same amount back into it, in the hope that by annoying people enough they would pick up the phone to order.
Nevertheless this wasn’t a good sign of business aptitude (amongst other signs) so we parted ways.
Since then I have come across others doing Fax Marketing. Fax Marketing is the worst kind of spam – not only is it rubbish but now you have to physically deal with it – and once you’re on a list they keep coming. Sure if it was relevant, anticipated and timely it could work, but it’s not.
So please if you’re looking at Fax Marketing give it a miss – pay a student $1800 to play with internet marketing (if you must spend the money) you are more likely to get a solid return – or at least know where your money was wasted.
Even better stick with the marketing basics (talk to your customers, listen to them, obsess about helping them). The basics build real business.