It’s no secret that there has been a bit of a rivalry between Sales and Marketing. Let’s face it; we are driven by different numbers. Sales is driven by dollars. Marketing is driven (today) by data. Sales is looking for the close. Marketing nurtures the relationship. Sales is focused on leads. Marketing is focused on … well … leads. But we also focus on reach. And awareness. Because marketers know that increased awareness and reach help to drive leads. Which, in turn, drives sales.


In fact, to better understand the importance of reach in a digital world, Facebook Marketing Science conducted research to determine how efficient reach is in driving impact to more people and real business. They found: The lower reach may have had a more precise audience, which has more response per person, but the top reach quartile drove more people to buy. This shows that, for marketers, focusing on reach drives more buyers and ultimately more incremental sales. (source:

At the beginning of the week I launched a new website. For those of you who have ever been through this process before, you know what I mean when I say it comes pretty close to childbirth. Now, in the “good ‘ol days”, you would issue a press release and perhaps even throw a party. Today…not so much.

As a marketer, my job is to get folks to visit the website in the hopes of generating leads. And, while new visitors won’t know that they are looking at a brand new site, prospects and customers who have been on the site many times before, WILL. And while it is now standard practice to include a url in print, advertising, promotional items, etc., what isn’t standard is how to get folks to know that it’s NEW.

This doesn’t just apply to websites. This applies to anything we want to drive awareness towards, whether it’s a new service, solution or product; or whether it’s something a bit more subtle, like an award, a press release, or article.

Today, I updated “my mood” on Skype. (Yes…you can do that). I changed it to: NEW Why would I do that? Because every one of my contacts has the potential to sees it. And because many are business colleagues, it’s an inobtrusive way of sharing the information. And the more who see it, the more likely someone will visit the site.

While it’s not the first time I’ve shared news this way, I do admit it has been a while. I’ve gotten so caught up in all the “big bucket” marketing things, like social media and content marketing and yes, the website, that I forgot about the little things.

It made me realize how many opportunities are being “left on the table” because we’re so focused on the big things. So I put together my Top 5 picks of forgotten opportunities that maximize your message. These are opportunities to get a message into the hands of almost everyone you interact with. And they are simply…overlooked:

Top 5 forgotten opportunities that maximize your message.

1 – Skype’s “in the mood” setting: ‘nuf said

2 – Email signature: Add a link to your newsletter, or video, or press release or… And remember that you can set a different “reply” message from your “new email” message

3 – Voice mail (both corporate/auto-attendant and personal): Let your outbound message drive awareness

4 – Social Media profile status: Shout it out to your network

5 – Out of Office notification: Use this wisely…and sparingly. Remember, anyone who emails you will get the message. This is best used during weekends and holidays.

When you start thinking of all the ways you interact with people, you begin to recognize opportunities to share information. Which could lead to a conversation. Which could lead to a sale. So, before you discount the value of reach, consider how doing a few simple tweaks, and maximizing every opportunity to use a message, can truly benefit your bottom line.

See more posts by Joanne

JoanneGore_PrintMediaCentrJoanne Gore is the Director of Marketing for Avanti and a monthly contributor to Print Media Centr’s News From The Printerverse. She has nearly three decades of B2B marketing and communications experience, including corporate and small office environments. Joanne develops lead generation and conversion programs, re-brands product lines, implements social media strategies, manages PR and media relations campaigns, overhauls websites, develops highly targeted marketing campaigns, and delivers results. Joanne is an industry presenter, currently sits on the board of Xplor International, is the President of Xplor Canada, and is a returning mentor for the Ontario Summer Company, a Government initiative for youth entrepreneurship and employment. She graduated as a Graphic Designer and, prior to joining the corporate world, worked in the print industry as an art director, typesetter, and printing consultant. Joanne is a marketing geekette by day, a fitness instructor by night, and a mom 24-7.

Contact Joanne at and follow her on Twitter: @JoanneGore121

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