The Tribune

By D’ARCY RAHMING

“I THINK you’re full of it,” I was told by one of the directors of an international firm, which had hired me to do a marketing consultation. “All we need to do is put up a billboard on the highway with a few words and we will get all the calls we need.” I had just presented the idea of taking massive simultaneous action versus instilling one thing at a time.

The concept of massive simultaneous action is different than what is commonly done, so I am used to being challenged on it. I replied: “Ok, let’s test it.” Eventually, the other directors were convinced by my logic. By the way, my test proved to be literally hundreds of times more effective than his method.

Taking massive simultaneous action is the fastest path to success. What this means is that you test multiple marketing ideas at one time. Of course, this requires a lot of work up front and a high degree of coordination. To see more people pick up the phone to call your business demands working really hard and really smart. When you find what is working, you have to be prepared to spend more marketing dollars than what most people are accustomed to. Once you find which media works best, you must invest to get the best results.

Some media sources you may have to implement include: Newspaper advertising, Facebook advertising, radio advertising, TV advertising, and direct mail to a select group of customers. This allows you to inform them of events, PR news releases and gets them to buy your product. If your business is failing, these things have to be done all at the same time and as quickly as possible. This involves the possibility of failure in any one of these media techniques, while finding the techniques that work for you.The mindset that you must develop is that of failing faster to get to success.

There are many people operating businesses right now that are actually a month or two away from closing. They are simply rearranging deck chairs on the Titanic. With a good marketing program emphasising massive simultaneous action, you could also be a month or two away from seeing an incredible increase in sales.

When it comes to marketing I find that most people are hoping for a magic bullet. Fortunately, if your business is dying there is something you can do, something fast. I would direct all efforts toward a massive simultaneous action programme. This is far better than hoping for a magic bullet while bills come in at a rate several times more than that of revenues.

NB: D’Arcy Rahming holds a Masters of Management from the Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services. To receive his marketing newsletter FREE go to http://DArcyRahming.com or contact him directly at darcyrahmingsr@gmail.com