Tag Archives: advertising

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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100 Bottles of Beer on the…..Does Your Marketing Strategy Include Shareable Experiences?

12 Aug

You’ve seen it. You’ve probably done it.  I’m guilty.  You are at an amazing restaurant, or maybe you’re on a once-in-a-lifetime vacation.  You stop to take a photo either in front of a famous landmark or in front of something your friends and/or Facebook stalkers will think is cool.

You upload it to Facebook and check-in at the location.  You get lots of ‘likes’ and a few witty comments from your friends.  The business gets lots of free marketing exposure.

Do you have a shareable experience? If creating shareable experiences isn’t part of your marketing strategy, it’s time to QUICKLY rethink your strategy.  You don’t have to own a famous landmark; you can create something unique that people will want to share with others.  Here’s an example from a local brewery that opened a few weeks ago:

100 bottles of beer on the wall! Are shareable experiences part of your marketing strategy?

Are shareable experiences part of your marketing strategy?

I counted three different people taking their photos in front of the 100 bottles of beer on the wall.  We both know those photos were uploaded along with a check-in at the new, local hot spot.  How many people do you think saw that check-in and photo, and thought, “Cool! Let’s go check out the new restaurant in town?”

What’s your shareable experience?

Good luck!

How to Create a Unique Marketing Campaign: 3 March Monthly Observances to Crush Your Competition

5 Mar
Happy On-Hold Month!!

Happy On-Hold Month!!

 

We all know St. Patrick’s Day is celebrated in March, but did you know the following are also celebrated in March:

1)      On-Hold Month

2)      Eye Donor Month

3)      Craft Month

Guess which March event your competitors will likely decide to advertise?  Yes, St. Patrick’s Day- just like everyone else.  What happens when you advertise/reach out to customers and prospects at the same time as all your competitors and their mothers? You get lost in the clutter.  You are the same.  You are ignored. 

How many companies mail holiday cards to customers?  Tons.  Almost every household either has a basket to collect the cards or the cards are taped to the wall in the kitchen.  Now, how many companies mail cards to customers to celebrate On-Hold Month? I don’t have the data, but I’d be willing to bet very few.

So why not stand out from the crowd?  You should create marketing campaigns around unique monthly observances to stand out!

Create a campaign around “Craft Month.” Send an email/create a blog post/share on social media/mail a letter to your best clients: Happy Craft Month! To celebrate, we’ve CRAFTed (see what I did there? yeah, pretty lame) a deal……then offer your deal/promotion. 

Can you think of any unique monthly observances/wacky holidays to create for next marketing campaign, and crush your competition?

Good luck!

3 Ways to Ruin Your Marketing Campaign

6 Sep

1) You Spend Too Much Time Promoting Your Company: 

Listen, you have a little less than 2 seconds to capture the attention of consumers. Stop wasting those two seconds by advertising exactly like your competition. Get to the point of why your product or service will BENEFIT your intended target. Do this through a headline or a promise….and do it at the beginning of your ad, to buy a few more seconds of the consumers attention.

2) Advertising Where They Ain’t:

If your target market is between the ages of 15 and 45, do you really think advertising in the yellow pages or the local newspaper is a good idea? Of course you should test whether your target market will react to ads in the local paper, but wouldn’t it be a better idea to determine where your target market likes to hang out? In a recent survey conducted by Nielsen, over 80% of consumers were either on a smartphone or tablet while watching TV over the past 30 days. Stop dumping your advertising and marketing budget in print media, and start investing in digital marketing (SEO, SEM, social media, etc..). If you’re a small business owner, operating in a niche market, you could possibly have a first-mover advantage if you embrace digital marketing.

3) Not Updating Your Social Media Sites:

I know it’s a challenge to stay up-to-date with all the newest social media channels. That’s why I recommend starting with one social media site. For example: Create a business page on Facebook and try to add relevant content to the site at least twice a week. Add blogs and pictures that are useful to your target audience. After you get in the habit of adding content to your Facebook site, then decide to add another profile to a social media site. Eventually, you will want to create a content calendar, so you can continually update all your social media sites. I promise you this: If you continually add fresh content to your site and social networks, you will quickly establish yourself as the expert in your chosen field.

Good Luck!

 

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