Last weekend, my husband and I helped some friends with some DIY remodeling projects… new counter tops, new floors, bathroom mirror and lighting upgrades, etc. They are going to put their home on the market later this spring and want it to show well. Both of us love DIY and have done much of our house on our own. As we were going through the process, I thought of a few parallels between house DIY and marketing.
1. Start with a plan.
When doing a DIY project, it’s important to have a pretty good idea of your budget, what you plan to do and your timeline. One of the many traps in DIYing is either not starting with a plan or not starting with a realistic plan. The same holds true in marketing. Whether you are an enterprise level business or a one man small business, failing to plan your marketing can lead to unfortunate mistakes and a lower ROI. Start with a general marketing plan for the whole year. Give yourself a few weeks to a month before each initiative to flesh out the details in your plan.
2. Pick the right materials.
Inexperienced DIYers are known for picking some pretty interesting materials that don’t usually pan out in their projects. By selecting the right materials at the get-go, DIYers save a lot of work, time and ultimately $$$. The same holds true for marketing. when thinking about your marketing efforts, research and decide on the best materials/methods to reach your demographics. Consider direct mail, email marketing, pay-per-click ads, billboards, newspaper ads or inserts, door hangers, etc. By doing research upfront, you will know your costs and be able to stay in budget while maximizing your reach.
3. Ask for advice and input.
When starting a DIY project, it is always wise to seek out advice from experts and friends who have done it before. For example, our friends didn’t seek advice and let their grout sit overnight. They had quite a headache in the morning trying to scrub dried grout off of the tiles. Marketers should also be open for input and ask for advice on their efforts. By asking for advice and input, we can save ourselves a lot of headaches and see more success from our campaigns.
What else would you add to the list? Share lessons you have learned over the years!