In this article I'll share the top five marketing mistakes and how to avoid them. As a strategic business development, PR and marketing expert, I am often called in to set up a marketing plan, media plan and a delivery system for companies who wish to use an in-house marketing team rather than a consultant. This is absolutely fine with me, except that no one likes seeing their baby turned over to someone without the skills to follow through. So this brings me to the #1 marketing mistake:

1. Number One marketing mistake is handing your business development and therefore the future of your company to a person with no experience in marketing; worse, no experience in your field. In just one example, a top development and construction company turned their marketing, business development and public relation efforts over to a new graduate-in fashion design!

2. Number Two marketing mistake is to market exclusively within your own field. An example would be an article in a magazine that only reaches the professionals in your field, not your end user or target client, or an ad in a technical or trade publication that only reaches your competition not your end user. You need a comprehensive media plan within your marketing effort and a targeted method to reach the media that your clients read.

3. Number Three marketing mistake is one-shot marketing. (This is the opposite of the scatter-gun approach in which random marketing shots are fired against a wall to see what will stick.) In one-shot marketing, a company picks a single element from a comprehensive marketing plan and produces this one element as their only marketing effort. This one-shot marketing approach could be a single postcard or letter mailing, a single ad, a single conference or event or a single press release. An effective marketing effort requires a concentrated marketing effort over a period of time, with at least four and up to seven points of contact.

4. Number Four marketing mistake is hesitant or defeatist thinking. If you are not confident about your market and the value of your products or services, how will you make a positive impression?

5. Number Five marketing mistake is to think you must spend money on advertising or you cannot have a marketing plan. There are many low cost or no cost marketing techniques, and one of the most powerful is the services of a publicist. A publicist seeks no cost placement of your company's message and services, and can write effective press and articles to be used on your website, on the internet, for your clients and to be sent to the appropriate media.

These top five marketing mistakes can be avoided by placing a high priority within your firm on marketing, business development, and public relations. Your in-house marketing team should either be in top management or have the direct attention and cooperation of top management. If you do not have the concentrated skill level and time to nurture your firm's marketing effort, seek a consultant who will deliver these essential marketing services or train your staff.

McKerns Development is a Florida based Marketing, Business Development and PR firm. For marketing tip sheets, press and PR samples and 5 essential flat rate marketing service packages visit http://www.freewebs.com/mckernsdevelopment