Have you ever gone somewhere or tried a product you’ve never heard of, then thought, “This is great! I can’t believe…”? The fact is, whether you are promoting a new restaurant, a tasty snack food, or an amenity-filled senior community, if no one knows about it or they don't think it would be great based on what the marketing shows, growing your business will be harder.
Many organizations fail to allocate enough for marketing their product or service or aren't mindful of what the marketing conveys, then wonder why sales are lower than expected. Internal marketers and salespeople make do on a shoestring budget, often creating their own marketing materials, or running campaigns – which do not always follow the brand guidelines or promote what makes them special. Compounding the problem: the team member may be running the ads on the wrong channels or without enough reach or frequency to attract the attention of prospective buyers.
Evaluate Your Product or Service
If you believe you have a great product or service, but people aren’t buying, it’s time to step back and take another look.
- What do others think is special about your product/service?
- What are the advantages versus the competition?
- Does your marketing promote these?
- Are your fans promoting your benefits (via online reviews or word of mouth)?
Look at Your Marketing
- Who needs what you are offering?
- Are you targeting the right audience(s)?
- What channels are you using?
- Are the channels relevant for your audience(s)?
- Is the brand being used consistently across all channels?
- What do people see when they look at your marketing materials or ads – are they branded and professional looking or do they fall short of the experience?
- Are you tracking results?
The frequency of your marketing is also critical. It takes a minimum of three to seven times (sometimes more) for people to notice and remember you. The counter starts over if your branding is not consistent. Audiences also reach a saturation point, meaning they will begin to ignore you after seeing the exact same thing too many times (many never hit this). Keeping your marketing fresh (while keeping the brand and message on point) can aid brand recall. And sometimes you have to step outside the box and do something a little different than the competition to attract the attention of today’s overwhelmed consumers.
Put together a marketing plan or even an outline that is aimed at meeting your organization’s goals, defines your target market, identifies key messages, and keeps you on brand. It should also include a realistic marketing budget for you to follow. Help help? Give us a call at 919.850.0605.