Lets say your business has been around for 35 years or your opening in 3 weeks, you have probably gone somewhere for a website, done a little print advertising, maybe a TV spot, (all great methods to achieve your marketing goals), but how did you feel about the results?
Did you have a way to measure the response from the TV spot?
Have you seen a correlation between people visiting your site and coming into the store?
Hopefully the answer is yes, but for many the answer is “ I don’t know” or simply “no”.
Why is this happening time and time again?
I believe it comes from a lack of vision and direction behind your marketing. When no common message and voice is displayed throughout every piece your potential customers are either going to not pay attention or have no distinguishing factor to differentiate your service or product. Often times you have 3-6 direct competitors each trying to do something similar to you and finding that factor that drives customers to you instead of your competitor is difficult. Having one unified message maybe its “convenience” maybe its “personal service” that all branding follows will give the customer the information and recognition they need when choosing which store to go to. I’ll admit that it’s not easy to pick just one message as I myself struggle with what is my purpose and what are my goals all the time. The temptation to switch with every new publication is consistently there however I feel that campaigns need to at least run their course. Being a musician I often struggle with something relatable:
Although you might think an audience is completely sick of a song or arrangement the truth is they have only heard it two or three times and still can enjoy the song another time. The lesson learned is that we as business owners are overexposed to our own messages and advertisements the customer is not.
To avoid any confusion in your marketing and design before starting work with you I ensure that we sit down and talk about the difficult topics. Your mission statement, tagline, goals, all play into figuring out what it is we need to focus on in the website, social marketing, and other avenues of advertising.
To Recap:
basics for marketing campaigns
-One message
-One Visual Identity / Design
-Is it measurable? Interaction
