Remember: Create Marketing Campaigns for Your Target Market….Not Your Team!

19 Aug
Patonback

We love our new marketing piece….

I recently had a meeting to discuss marketing strategy with an extremely successful small business owner.  He was concerned about his most recent marketing piece  – it wasn’t generating leads.  The brochure looked extremely professional, complete with stock photographs and technical language that would make any English professor celebrate and break out the Carlton danceIt was slick.

His staff loved it and gave it rave reviews—his entire team thought it was a home run – so why was it a total flop?

The target market was thoroughly confused by the ad copy. The brochure was too professional. Also, his target market is price sensitive. When they looked at the slick design and professional, stock photos, they quickly determined that my client’s company must be way too expensive.

You need to speak the same language as your target. They likely won’t stop to look up that fancy lingo that’s only used only by the people in your profession. 

The lesson I took away: Don’t rely solely on your team for feedback.  Ask a few people, preferably your target market, what they think of the piece before you spend more money.  Do they understand the marketing piece?

Remember: You’re not trying to sell your products and services to your team; you’re selling to your target market. 

Good luck!

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3 Responses to “Remember: Create Marketing Campaigns for Your Target Market….Not Your Team!”

  1. mohansurya August 19, 2013 at 7:15 pm #

    Kurt, A very good point made here. Its very important to realize who is being targeted here. Like many other disciplines, Marketing too has tools to test your strategies before launching them on a full scale. For example, do a pilot launch of your brochures and see how customers react. That will save hell lot on all the printing expenses you might end up incurring! If this strategy is part of a continuing business, try to know the pulse of customers through surveys and other data analysis methods. A very cool method I have seen my creative department applying every now and then is A/B testing wherein you do a controlled experiment and monitor customers reaction. Such scientific methods have been proven to be extremely beneficial to businesses of all sorts. At the end of the day, it has to start with understanding your target customer!

    • Kurt August 20, 2013 at 10:17 am #

      Well said, Mohan. If you have the time/resources to conduct A/B testing, you absolutely should implement. If you don’t have the time/resources, you should, at the very least, test your marketing with a small sample size of your target market. I really appreciate the comment.

  2. mohansurya August 19, 2013 at 7:15 pm #

    Kurt, A very good point made here. Its very important to realize who is being targeted here. Like many other areas, Marketing too has tools to test your strategies before launching them on a full scale. For example, do a Pilot launch of your brochures and see how customers react. That will save hell lot on all the printing expenses you might end up incurring. If this strategy is part of a continuing business, try to know the pulse of customers through surveys and other data analysis methods. A very cool I have seen my creative applying every now and then is A/B testing wherein you do a controlled experiment and monitor customers reaction. Such scientific methods have been proven to be extremely beneficial to businesses of all sorts. At the end of the day, it has to start with understanding your target customer!

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