When it comes to increasing sales for your business, it's all about building relationships between your company or brand and your customers. And since no relationship is based on hit-and-run tactics, you need a program that combines marketing with sales and "touches" your prospects repeatedly throughout the sales cycle.
If you generally rely on just one or two marketing tactics to reach prospects, this is a great time to break out of your old mold and adopt new ones that will help your company grow. Not only will it make life more interesting for you, it's just plain smart. You see, it takes multiple contacts with prospects - some studies say as many as eight are required - before a sale is closed. Of course, the actual number of contacts will depend on your industry and what you're marketing, but it's easy to see why a program that relies on a single tactic will fall flat.
The best marketing mix reaches your prospects throughout all phases of your sales cycle. So don't be a "Johnny one note." If you focus exclusively on direct mail or PR, for example, at the expense of other tactics, you'll lose prospects along the way. And it's also often essential to combine marketing tactics with sales for that final one-two punch.
Source : Big Marketing Ideas for small budget. Kim T Gordon. 2005
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