Sorry, Guys: There Is No Marketing Silver Bullet

As an agency (and you as a business owner or manager), we are constantly hit with a barrage of the newest, best, latest and greatest ideas to hit the advertising marketplace.  While there is probably a place for most of these ideas in someone's marketing plan, there is absolutely not one singular item that will solve all of your marketing woes.  Despite what you might hear, there is no silver bullet. I'm sorry. If there were, we'd give it to you, and be happy to do so!

Here's the thing, guys... integration is the only thing that works for all your needs.  Facebook and Twitter should never be your entire marketing effort. Their reach is just too limited, and there is no genuine proof that either will help improve your ROI.  When handled correctly, and within a larger plan, they can work for you. But if you are reaching out to consumers, you might still need some mass medium to tell people that you are on the blogosphere, and where they can find you.  

Likewise, you can't build a great website and hope people think about looking for you...you have to tell them it's out there and where to go look for it.  And as much as we love email marketing, without a decent website and a comprehensive branding approach to support it, sending just another boring email into the stratosphere will wind up killing your credibility.  Oh, and if your TV and radio ads aren't working like they used to, it's most likely because you either don't have a website or the one you have is ruining your reputation...and your lack of an SEO plan is probably sending people to your competition's websites because they are on page one of Google and you're on page 3. 

In short, you can't rely on only one approach to your marketing. You must integrate across as many channels as is feasible within your budget.  If you'd like to hear more about integration, join us for our upcoming seminars in Joplin and Pittsburg in October.

Or, if you'd like to meet with us to discuss your marketing plan and integration strategies, give Ron a call at 417-889-1658x102 or email him ron@redcrowmarketing.com.

Target Practice: Who & Where Are Your Customers?

Here is everybody.  Young, old, rich, poor, married, single, you name it.  Everybody is here.

Any given product or service does not appeal or apply to everybody equally.  So why advertise to those people who will not ever use your product or service?  That would be a waste of advertising money, right?  Small businesses do it all the time.

One of the most costly and overlooked planning staging is determining who you should be targeting as customers.  Too often this is not done very well, creating a “shotgun” blast of advertising that generates a lot of expense and little return.  Advertising to “everybody” is very, very expensive.

The idea here is to isolate your most profitable or best potential slice of the “everybody pie” and focus your advertising dollars on them.  Gaining market share in these groups whether their defined by demographics, psychographics or geographical boundaries will increase the odds your advertising will pay for itself.   Often you will still gain exposure to secondary target segments - but target the bigger returns first.

To reach qualified prospects with your advertising, you’ve got to have a clear idea of who they are.  This will help you select the right media, create the right message, as well as improving your closing ratio.

Tight Targets

Sometimes your target audience will be very “tight” or a specific segment of the public.  You may be trying to reach only nurses, or men who like to hunt deer, or retirees needing electric wheelchairs.  These simple characteristics make our target easier to reach with advertising.  Most of these groups have specialized magazines, publications, websites just for them.  Some of the even have specific cable shows   they like to watch.  It just takes a little research and common sense.

Loose Targets

Often, our targets are a wide group of people with different characteristics and interests.   For instance, an optometrist needs to promote himself to just about everybody: men and women, young and old.   In this case, it would be difficult (if not impossible) to find simply one publication or television show that will reach them all.  You might have to use a multi-media approach, and that will be more expensive than simply trying to reach only deer hunters.

Multi-Segment Targets

There is also the issue of more than one target for the same advertiser.  Take for instance, Sears or Wal-Mart.  They have items for just about everybody.  Both of these chains run “image” advertising that is designed to a) create an impression and b) remind you about them.  Again, advertising dedicated entirely to image is normally only for the privileged companies who have big financial resources.  This is because it does not generate the immediate return and price and product advertising required by small businesses.

Although they spend a lot of money in image advertising, most of the advertising the big guys and gals do is targeted campaigns; using different media and different messages to target specific buyer segments within their wide and diverse audience.  Sears will send a direct mail flyer to a database of men that might by Craftsman tools.  At the same time, they may have a Fall Fashion Clearance advertisement running nationally on television shows with large numbers of women viewers.  Here you have the same store trying to reach two different audiences, using different media with different creative approach in the ads.

No matter if you have tight targets or multi-segment targets, you should try to know them and define them as closely as you can.  You need to target “who it is” that you are trying to reach with your advertising.

Get Your House In Order: Fixing Bad Business Practices

Before you can hope for business improvement from your advertising, take a look around.  Is your house in order?  Is all this new business brought in by your marketing efforts going to be pleased with what they see?  You can't hope to keep new customers if you haven't fixed the fundamental problems with your business.

You have ONE chance to make a first impression.  Stop and look at your business from the position of the prospect on a first visit.  Is your appearance right?  Is your staff knowledgeable?  Is your product or service mix right?  Before you spend a dime on advertising to get more prospects, make sure you’re ready for them!

Ideally, advertising effectiveness should be measured by the number of qualified prospects it delivers, not the sales volumes.  Time after time I’ve sees advertising improve traffic flow for businesses who fail to convert the prospects into customers because of poor service, bad pricing, poor inventory, dirty store, and a variety of other reasons.  The slow sales were not the fault of the advertising; the problem was with the business itself.

For instance, I had one client who had a great advertising campaign that delivered qualified prospects.  They then opened a new store in an old warehouse where the only entrance was in the back (in an area enclosed by chain link fencing.)  I literally watched customers drive in and immediately drive back out because there were no signs telling them this is where they were supposed to come in.  They thought they were in a delivery or contractor only area - so they left.

Worse still, another client was not seeing sales generated because their sales person was rude and unhelpful (when the boss wasn’t there).  We had to send in secret shoppers to prove it to the client.

The point here is: 

Good advertising does not fix a poorly run business.