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Marketing Turnarounds: When Your Marketing Program Hits the Wall: Troubleshooting and Correcting Poor Sales Response

Landing in the Grey Middle 15-1

• There’s Always Something You Can Do 15-2

• What Went Right? 15-3

Examining Where Marketing Projects Go Wrong: Common Causes of Poor Marketing Response 15-5

• Marketing-Related Problems 15-5

• Copy and Deliverable Problems 15-5

• Market and Prospect Selection 15-8

• Direct Mail 15-8

• Sales Support 15-10

• Print Advertising 15-11

• Clarity 15-13

•Boldness 15-14

Marketing Execution 15-16

• Solving Execution Problems 15-17

Product-Related Problems 15-19

• More and Better Marketing Skill Never Saved a Bad Product 15-19

• How to Get Product Feedback 15-20

• Common Product-Related Causes of Poor Market Response 15-20

• Crisis Marketing: Taking Action When the Product is Ahead of Its Time 15-22

• Saving a Product That is Ahead of its Time 15-23

• Common Changes to Marketing Strategy and Deliverables When a Product is Retooled 15-24

Distribution and Market Size Problems 15-25

• Common Distributor Problems 15-25

• Solving Distributor Problems 15-26

• Sales Meetings 15-26

• Adding and Improving Distributor Sales and Marketing Deliverables 15-28

• Greater Involvement, Training and Communication Improve Distributor Sales Performance 15-29

Uncontrollable Factors Revealed by Your Test 15-30

Action is the Cure for Adverse Market Conditions 15-31