If you throw only one dart, you may end up with a bulls-eye–or nothing at all. One-off marketing like an occasional direct mailer or ad placement doesn’t pack the punch it once did in a world where consumers are exposed to up to 10,000 brand messages a day. The repetition needed to break through the noise can be an expensive prospect, but these five ways to implement consistent marketing campaigns will produce results.
1. Develop a comprehensive marketing plan.
You need to know where you’re going and what you want to accomplish before you can succeed. That’s why developing a comprehensive marketing plan is so crucial. This bird’s-eye strategy operates like a blueprint for future marketing decisions by defining where the business is heading. It’s important to include a summary of the company’s industry position, its strengths and weaknesses, and where you want to focus the budget. At Fresh, we develop a comprehensive plan as one of our first steps with a client.
2. Set specific goals for the new year.
Dig deeper than “getting more sales.” Follow the path to purchases, and you’ll see what goals will improve the bottom line. How many inquiries does it take to close a sale? How many visits to your website before a prospect converts to a buyer? When one of our clients wanted to gain customers for a niche insurance policy, they set a goal to increase requests for quotations. To reach that goal, we developed a microsite focused on the niche audience with a clear call to action. Closely managing SEO and running AdWords campaigns also ensured the right people would reach the microsite. It’s always easier to reach goals when they’re specific and you have a plan to achieve them.
3. Define your audience.
Setting the right goals only happens when you know the customer, where they are and how they operate. Gather insights by surveying current customers or digging into social media fans. Whatever the process, defining a target audience maximizes your marketing budget by focusing on the people most likely to become customers. Plus, it’s far easier to develop and place engaging content when you know your audience.
4. Create cohesive branding.
Inconsistency dilutes your message. Whatever the medium, create a cohesive brand in word choice, logo, fonts, colors and messaging to maximize the punch of integrated marketing. The Target brand excels at this. Whether on social media, a TV commercial, a print ad or a digital ad banner, Target’s commitment to consistency ensures customers recognize their branding quickly.
5. Get your team onboard.
Even the best plans fail when they aren’t supported, so ask for feedback. Team members often can spot holes, benefits or missteps based on their unique knowledge of the company. Plus, incorporating feedback ensures the plan has advocates invested in the success of the plan.
Want to maximize your marketing dollars? An occasional TV or radio commercial is a waste of money in today’s overexposed marketplace. An integrated marketing strategy, however, helps your business break through the noise. It makes the most of your budget with consistent messages developed to meet your goals, targeting the right audience where they are. Want to learn more about our approach? Read this.