Telling your customers what you can do for her is what marketing does, and the more freely and effectively you can say this, the more result you will get. We all know this, but the problem starts when we start informing our customers about our product. We either slip into the dark alley of oblivion, or at best, get little result. Either way we lose money invested in the campaign.
This needs to be changed, as each campaign costs a lot, and each failed campaign makes you pay through your nose –in terms of lost opportunity, time, and money. After all, conceiving, creating, and releasing marketing campaign is not why you are in the business, you are here to sell something.
I have faced this challenge myself, so I can help you out set up a marketing campaign like a big companies, and for that you will need do have the following things handy.
Know your market
Do you know what market you are going to target, and do you have any idea about its idiosyncrasies? You need to understand the cultural makeup of your market as well before you release any marketing message to the group.
Two markets may seem similar on the surface, but each one is different, therefore, needs different treatment. Do not impose a message on a wrong market, it will not bear any result.
Define your audience
This is the first thing you need to know before you start creating a marketing campaign. This is how big business does. Before going any further, you should define the target audience of your marketing message.
At this point, I must tell you that the target audience for your product may be different from the target audience for your marketing message. For example, the target audience (user) of baby food is young kids, but when it comes to sending the message home about the quality of your offering, you target kids’ mothers. You should, therefore, define the target audience for your marketing message before creating a campaign.
What you want to say
Do not say too many things in a marketing communication. No one likes it, and very few people will understand it. More than one message in one campaign confuses audience, so decide what you want to say, and what you want to stand for. You just need to tell your audience about the one thing that you can do for her, and leave the rest for them to explore. The “other things” will look like added benefits to your audience.
Consistent brand identity
Is your brand identity consistent across the board? Are all the stationary and marketing materials having the same logo, color scheme, etc? Are you consistent with the use of your brand identity? Consistency in brand identity usage across board will solidify your market presence, and inconsistent usage will confuse your customers.
Put distribution in place
Before you move ahead with your marketing campaign, you need to see that the product you are selling will be available at the convenient location for purchase. Do not release any marketing message until you have set your distribution right.
You would not like to see your willing-to-buy customers returning from the shop (or buying your competitors’ product) in the absence of your product there. Placement of your product before starting promotion is must.
Choose your media vehicle right
This is important, as this is the one thing on which most of the money is lost. A wrong media vehicle does not only fail to send your message across, but it also cost you a lot. Instead of investing on buying one prime property, I will suggest you to spend that money on buying 3 four smaller vehicle niche-targeting your audience. This strategy generates more sales, and gives you more exposure.
What competition is saying
The most common mistake a small business (or a big business) makes is assuming that it operates in vacuum. It thinks about its customers in isolation — removed from the reality where its customers interact with competitors. This gives a skewed view of reality, because of which the campaign fails.
You need to take into account the existing knowledge of your customers as well as the knowledge of your category based on what your competitors have been saying until now. Craft your message keeping this in mind.
To make your small business outshine the competition, you need to work hard. You need to apply the principles championed by a big business to make your small business grow big. Do not hesitate to experiment. Only those who experiment succeed. Be if business, be it life.