You know, that Greek desert that has all the layers of honey, pastry and nuts? Here is how: You have a recipe that has lots of ingredients. They are of different textures and flavors, each offers something to the whole that wouldn’t be the same if just on its own. The same is true with marketing – you need lots of layers of different ingredients.
For example: you have your business cards, vehicle signage and a web page. Three different layers to get your name out but the more layers, the better. So consider all the ingredients in the marketing kitchen: web marketing, direct mail, advertising and public relations just to name a few. This strategy is to touch people as many people as possible that you may have been missing before and to touch them more often. Remind them constantly who you are and why they need you. You can create layers for each message as well (stay tuned for a post about good messaging).
And remember, you can’t just eat one piece of Baklava, you have to eat at least two in order to be satisfied! Don’t be frustrated if your direct mail piece didn’t get the phone ringing – you will have to mail to the same people 3 or more times for them to pick up the phone!