On a search for information about local events, I found website after website that hadn't been updated since 2010 or earlier. My frustration mounted with each useless result, especially since I knew the businesses and organizations in question were still operating. But clearly they had no pride, no commitment to their customers or clients and no realization of what it means to let a...
Marketing Should Feel Right
Submitted by Annie Card Creative Services on Thu 7/28/11 3:31 pm
by Annie Card
Beware the salesman or ad agency who tells you, "All you need to do is run full page ads here, " or "Radio advertising, that's for you."
“Direct mail... I can get you 50,000 households for pennies each.”
All of these can be effective marketing tools if they reach the business' target audience and deliver a message with a call to action. But understand good marketing is not one-size-fits-all; it is customized.
I'm working with a client now who spent too many thousands of dollars on a glossy postcard that went out to thousands of households. He was disappointed how many were returned, undeliverable. Some new business was captured, but overall it didn't do as much as he'd been promised. The slick stock photo of scantily clad people working out, wasn't a true representation of the people who use his fitness center. In hindsight, he realized it wasn't the right message, wasn't real.
After studying his marketing efforts and the results over the last couple of years, I suggested his customers-- who don't want to drive more than 30 minutes to work out, were all very nearby and thousands of them still read the local newspaper.
Together we reviewed the direct mail pieces, ads and sponsorships. We determined none of the materials captured the essence of the gym, the expertise of their trainers and the overall welcoming atmosphere. So we produced new photos, new taglines and lots of new copy.
After just months of weekly advertising in the local papers, some well placed stories about the business, Performance Health and Fitness is enjoying a spike in business. The most recent ad campaign-- both print and web, netted 170 new customers in just a matter of weeks. It was easy to compare and see for this company, that the change in marketing strategy was the right one.
Make sure you are promoting your business consistently, all year long. Your campaign should have an emotional appeal-- a feeling, not just a BUY message. What do you want people to know--that you're fun? A perfectionist? A pitbull in the courtroom? Patient and encouraging? What do you want them to remember that will set you head and shoulders above the competition?
Work on it, play with it --just keep doing it. Marketing is so much fun, now go out and play!
