If you want to get more interest in your product or service, you need to do some marketing right? So where do you start? With some ideas about what you might put on your website? Some social media? A flyer to promote an event?
If you work back to front, you might find yourself with a campaign that costs money with no outcome that actually serves your higher level objectives.
For example: You write a press release about your upcoming event then send it out to the local newspapers and post it on your website. You end up with lots of interest but haven’t really briefed your team about the event, so when people contact to you book on; there is no way of them booking and you lose the interest in the event. A better option would have been to put a newsletter together with a click through link to direct booking for the event.
Another example: You produce a flyer to tell people about a special offer on one of your products, but discover after paying for the design and print of the flyer that the people you want to communicate with are hard to reach with flyers and are all on Twitter waiting to hear about your product. A better option would have been a social media campaign targeted at them.
In both of these examples, you find a better solution by sitting and working out what your marketing objective is.
- What – Tell people about our event
- Metric – (measure of success) Fill all 30 places.
- Who – Existing customers and prospective customers (at least 600 people to see the event details)
- How – By providing them with the date, booking link and details, directly to their inboxes and over social media.
Always start by working out what you want to achieve – don’t go back to front. Get in touch to talk about getting things the right way round.