An important aspect to planning a marketing campaign is the product’s sales cycle. If you have something that works with a call to action, in other words with a short sales cycle, then advertising is usually the best way to get business. But if your sales cycle is long, anywhere from 6 months to a year or two, then you have to look for other forms of marketing. Advertising isn’t going to do it for you.

One of our clients, IFTI, Independent Floor Testing and Inspection, has to live in both worlds.

Two marketing tracks— (more…)