How To Increase Your Marketing Impact
Christmas is coming and you need to make the most of it. For many businesses across the country that means their busiest time of the year, and the time at which they are likely to make their most profits. In order to capitalise on the Christmas rush and the sales in the New Year, many businesses and brands increase their marketing efforts during December, January and February. The return on investment of this heightened level of expenditure in different marketing activities from digital marketing i.e. Google Adwords to TV, Radio and Print Media is hindered by the fact that most other businesses are trying to accomplish the same objective. So how do you get noticed by your potential customers if they are being inundated by a sea of advertising around this festive season?
Well for starters you need to do something different to be noticed, but how do you go about achieving this?
Get curious about your customers, rather than telling them what you think about your product and service ask why they like to use your and why new prospects were interested in searching for and trying your product. Because we all use products in our own particular way, which is not necessarily the way that they were marketed. Finding out this critical information will allow you to refine and refocus your marketing strategy, so you can target your efforts and budget down the path that will give you the highest effectiveness rate and return on investment.
Targeting a specific segment allows you to drill deep into that consumer base with your marketing activities rather than scratching the surface of the masses achieved by the scattergun approach i.e. Jack Wills – targeted their marketing efforts towards students to build student brand advocacy. This had a couple of added benefits which was that their customer base acted as influencers to the younger generation so that there would be a steady flow of new customers in the years to come. Also because they marketed to and targeted Generation Y (birth years ranging from the early 1980s to the early 2000’s) whom have a tendency to mention and engage with brands through the digital medium they had the added benefit of building up the brands digital presence which also contributes to bolstering sales.
Rather than going for the broad scatter gun approach try directly engaging with targeted prospects via a meeting or the telephone, if they are on your preferred potential client list, it shows that your company is going the extra mile.
Think of the integrated approach: Your marketing activities have to simultaneously work in conjunction with one another in order to improve the effectiveness and visibility of your campaigns.
So use different advertising approaches i.e. start a Google Adwords campaign but ensure to couple this sale or message with campaigns on other digital platforms such as social media (Facebook, Twitter, Linkedin, Google+) at the same time.
Because not everyone is enticed by digital marketing combine your online campaign with print media such as leaflet printing and brochures but ensure that the graphic design of your print media links to and directs the potential customer to your digital campaign through social media handles, code voucher offers for use online etc…
Then to round off your campaign use similar integration tactics to ensure brand uniformity in Newspaper, Radio and TV advertising.
In order to compound your marketing message, reach maximum impact and return on investment remember to use all advertising outlets that are suitable and try to release the campaign simultaneously down each avenue so you are offering differing touch points to the potential customers rather than drip feeding a campaign.
Remember to gather as much data as possible from your marketing activities so that you can analyse which operation worked most effectively from both a cost and a return perspective. This will allow you to apportion resources better for future marketing campaigns.
Above all else remember to stay focused on your objectives and keep your customers’ needs and wants as the highest priority.
If you want to talk to us about your upcoming marketing and print campaigns don't hesitate to get in touch with a member of the team at PrintUK.com