WHAT IS STACKABLE MARKETING? If you read my book or watch my
The cost? Probably thousands of dollars. The timeline? Weeks or, more likely, months. The effectiveness? Minimal — sometimes not even enough to break even. But he does it anyway because it brings in some customers, and those are better than nothing. Now let me explain how stackable marketing works. A service-business owner wants to advertise his business, so he first identifies an area that he wants to target. If he doesn’t have a big budget, then he might select just one street. If he has a larger budget, he might select a neighborhood. Rarely does he start bigger than that. Then, he sends postcards to this target area. A couple of weeks later, he sends another (different) set of postcards. A couple of weeks after that, he sends brochures. Another couple of weeks later, he acquires the phone numbers of the people in that area and calls them. A couple of weeks after that, he puts up signs in the area. A final couple of weeks later, he sends flyers out.
And his phone starts ringing. Customers are calling. He begins serving people in that area. Other customers who have been receiving these marketing pieces start seeing trucks in the area. The brand is further reinforced, so they start calling too. The cost? Often substantially less than the “conventional” way of spread- out marketing described earlier. The timeline? Weeks (with the added benefit that each marketing piece builds on the last). The effectiveness? Highly effective. This really works, because the frequency of the message has an impact. Rather than spreading your marketing out too thin and only sending out one brochure every once in a while, choose a smaller marketplace. Then, hammer your target audience with marketing over and over again, with your goal being to dominate that small market. Using stackable marketing, you’ll see huge results at a lower cost from a smaller market. Mike Agugliaro
videos on CEO Warrior TV, you will at some point read or hear me mention something I call “stackable marketing.” It’s a concept I developed while testing marketing strategies and seeing what worked and what didn’t. People frequently ask me what stackable marketing is. So, in this blog post, I want to give you a high-level view of stackable marketing. First, let me explain how most people market. A service-business owner wants to advertise his business, so he creates a brochure and sends it out to as wide of an audience as he can afford. Then he waits for the phone to ring. When it doesn’t ring as often as he wants, he wonders if there was something wrong with his brochure or with the zip codes he marketed to. So he gets new brochures printed and sends them out to different zip codes. Again, the phone doesn’t ring as often as he wants. So he repeats the process a third time, a fourth time, and a fifth time, etc. Perhaps he puts up billboards or bus bench signs at the same time, hoping to reach even more of his audience.
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