Silo Marketing: Do You Live On A Farm?

by Michael B. Perini, ABC
perini & associates

Silos: Silver.  Red.  Multi-colored.  Often standing alone or in twos.  All across America.  Perfect for a farm.  No so, when conducting public relations activities.

Here are some examples of what I mean:

• You give a presentation to tell people about your organization, event or issue, but you do not mention your own services.
• You go to a networking meeting, like a “business after hours,” and you tell someone you meet, “I will call you.”  However, you don’t follow-up.
• You post a advertisement in the local paper or have a mention or radio or TV but don’t list your website address.

Today, with the way that consumers take a decision journey before deciding what to buy, what to support, what to attend, this lack of coordination and integration of all your marketing techniques is a must do!  In other words,each tactic (technique) supports each other and continues to move the prospective client through your marketing system.

Let me reinforce, please.  Instead of simply doing ONE marketing technique then walking away, consider creating a marketing “NETWORK” of techniques where one technique encourages the prospective customer to participate in another marketing technique.

Here are some examples of integrated marketing techniques.

1. When giving a speech, ask the audience to sign up for your free newsletter.
2. On the back of your business card, offer a free report or other service and give them the website address where they can download it and phone number to call for questions.
3. At a networking event, refer people to your website to pick up an article that solves a problem they’re having.  I am assuming that you have a website?  If not, please contact us.
4. When doing a radio or TV interview, remind people that you offer a free initial consultation and tell them how they can sign up for one.  Even throw in a discount for one of your services.
5. On your website home page place a clickable graphic that tells visitors about your free monthly webinar or other forums.
6. When referencing a book at an event write a review and post your comments and information on how to purchase the book.

Silo Marketing is often found in business, nonprofit, special event organizations.   Is it in yours?  I would like to know why?  And what your next steps are to remedy this problem.