The most common challenge marketers face is measuring the impact of their campaign efforts. We’re all de-sensitized to the gimmicks, tricks, branding, sex-and-beer tactics; your campaign needs to do one thing – make people buy your product or service. Here are some ideas on how to accomplish just that…
First, know the audience you are addressing and speak their language. The best example out there today is the tampon commercial set during a mixed-martial-arts event. Make sure you really understand who is reading, watching, looking at or showing up to your chosen marketing vehicle. Knowing the demographic allows you to not only make sure your message is reaching the right audience, but also ensures they are in the right frame of mind, or context, to receive your message.
Now think about the magazine you flipped through or website you surfed; how long did the ads have (in time) to make an impression? Seconds or less, I’m sure. Far too often, advertisements try to tell the reader too many things or stories. If you read Ken Wong’s columns in M&IT, you will learn about what it means to ‘make a brand promise’ and the implications of not meeting or exceeding that promise. Pick one message, theme or promise statement and promote only that one thought – over and over and over.
The next one is a pet peeve of mine…the call to action. I can’t tell you how often someone runs an ad with a pretty picture and their logo and then wonders why their phone didn’t ring. Planners are time-strapped; if you are asking them to work to find your website or, worse, your phone number, then don’t be surprised if they call someone else. Make it easy for the reader/user to contact you – and give them a reason to! The call to action must be something that helps the planner, not you. Ask your clients for suggestions. You could offer discounts, upgrades, time-limited offers, points, gift cards (Starbucks or something for personal use) or premium items (letter openers, USBs, clothing, etc). It never ceases to amaze me what people will do for a free T-shirt.
There are thousands of books on marketing, an entire advertising industry, Marketing magazine and the Marketing Awards (which my team produces). I’m not trying to over-simplify the gazillion-dollar advertising industry…rather, I just want to ensure that you are following the fundamentals.