Finding the Recipe for Successful Marketing

Girl cooking as a master of symphonic orchestra
Girl cooking as a master of symphonic orchestra

Sara was excited. Her grandmother had just given her the recipe for her famous peanut butter cookies, and she could not wait to make them for her friends at school. She had never been much of a cook, but she figured that with the recipe she should be ok. After all, how hard could it be?

Sara enters the kitchen and begins to gather her ingredients. She notices that the recipe says she needs two bowls, but when she looks in the cabinet and sees that she only has one, she figures that should be ok. She then sees that she needs some baking soda, but only has baking powder– that should be close enough.

Sara begins to get everything into the bowls. The recipe calls for her to mix the sugar with some softened butter, so she sticks the butter in the microwave. Thirty seconds later, the the butter is just a puddle. Well, that will make it even easier to mix it into the recipe, right?

Twenty minutes later, she sticks everything into the oven and triumphantly sets the timer. When she returns after the ding, she pulls them out eagerly and then stops. Wait a minute, these do not look right. They did not rise properly and just look ‘off’. Confused, Sara thought back to her cooking. Did those little details about the butter and baking soda really matter that much? She supposed so. She decided to try again the next day. Tonight, she would pick up some more butter and some baking soda.

Developing Your Marketing Recipe

If you have ever made cookies, you most likely noted Sara’s mistakes right away. You knew that those cookies would not turn out right. Recipes use very specific ingredients because they have particular roles. If you do not use the right ingredients then the food will not act the way it is supposed to.

When you are creating a marketing campaign, you will similarly need to follow a recipe. The difference is that you will need to develop the recipe yourself. You know that you need a variety of different ingredients, such as direct mail, social media, online content, and paid advertising. You then need to mix these different techniques together to engage your intended audience and create the perfect recipe.

Often, determining the exact recipe of success will require some experimenting. You will need to explore where your customers spend their time online and what types of information they are seeking. What types of designs and offers do they respond to best in direct mail? What social media platforms are the most important to them?

Unlike with baking cookies, when you mess up a marketing recipe, it will often not be as obvious that there was an error. If most of your marketing campaign has a decent amount of success, you might not notice right away that your paid advertising campaign was not bringing in customers unless you closely monitor your different channels.  If you do not identify the problem, however, you risk needlessly spending money.

To be successful in marketing, you are going to combine several different techniques into a unique recipe that helps to get your message in front of the right people at the right time. To ‘taste’ the recipe, however, you need to make sure that you regularly use analytics to gauge how well the campaign works together. You can use this data to refine your efforts and become even more successful.

Creating a successful marketing campaign does require careful thought and the precise combination of different parts. If you are interested in starting a new campaign, contact us today to get started.

How to Create a Successful Marketing Event for Your Business

Sales executive giving brochures at an exhibition
Sales executive giving brochures at an exhibition

If you truly want to draw attention to your business and potentially attract a whole new variety of customers, there are few better ways to accomplish this than with a great marketing event. Regardless of the type of industry that you’re in, a marketing event is a great way to get a hold of some people who wouldn’t normally have your business on their radar. To accomplish this, however, you need to keep a few key things in mind.

Go Beyond the Sale

One of the most important things to remember about a successful marketing event is that you need to give people an experience that is truly worth leaving their homes for. Getting a person to open up your direct mail material is one thing – after all, you’ve sent it directly to them and they don’t even have to get in the car in order to open it. Getting them to come to your physical location, possibly for the first time, is something else entirely.

Consider a marketing event that a bookstore might have. Instead of just holding a blowout sale (as a customer can typically find similar prices online if they look hard enough), a bookstore might hold a signing with a famous author. Suddenly, you’ve given those people a reason to actually come into the store, especially if the author isn’t one who makes local appearances very often.

Once all of these people are in your store, then you can hit them with sales and other promotions in an attempt to increase revenue. Simply offering discounted prices should never be the most enticing thing about the event that you’re throwing, as most people won’t find it a good enough reason to attend in the first place.

Set a Goal

Another one of the biggest things to remember when creating a successful marketing event is what it is that you’re trying to accomplish in the first place. Are you looking for a way to increase existing customer satisfaction and give back by way of a memorable experience? Or are you looking for a way to reach an entirely new market? The goal that you set at the outset will dictate every choice that you make thereafter.

Give Yourself a Way to Capture Contact Information

As with all marketing techniques, one of the major goals of a marketing event is to capture leads. After all, even if you’re just looking for a fun and exciting way to give back to your existing customer base, the chances are high that one or two of them might bring some friends along with them.

To truly take advantage of a marketing event, make sure that you’re giving yourself a built-in opportunity to capture contact information in the most efficient way possible. Even if it’s something as simple as giving people a chance to win fun door prizes if they fill out a contact information survey, you’ll need something to use when the event is over to keep in touch with all of the new people that you’ve attracted.

These are just a few of the tips that you can use to create a memorable and successful marketing event for your business that people won’t want to miss. If you continue to hold these events on a regular basis, you will have a great chance of reaching people who you may not have otherwise been able to get to without them.

Wearable Devices: A New Frontier in Marketing Opportunity

Though the Apple Watch has only been available to the public for a few short months, make no mistake: wearable technology is here to stay. Not only are these devices a bold, new way to impact the lives of consumers in terms of both productivity and monitoring their health, it also represents an incredible, new marketing opportunity that cannot be ignored.

Behavioral Data

One of the key benefits of wearable devices to consumers is the huge amount of behavioral data that they’re designed to collect – even more so than a traditional smart phone. Location data has been a huge emphasis of devices like the Apple Watch, for example, as this information is typically leveraged to help people keep track of the number of steps that they’re taking in a day, the number of calories that they’re burning, and more.

On the marketing side of the equation, this means that you can now use a customer’s location to your benefit in ways that weren’t possible just a few, short years ago. You could literally send a message to customers automatically when they enter a certain radius of your physical business, for example. Automatically sending a coupon whenever someone gets within three blocks of your store is a great way to entice them to come inside and look around, even if they weren’t necessarily planning to do so.

Unfettered Access

Another one of the major benefits of wearable devices from the consumer side of things is that people now have a device that they essentially have instant access to at all times. They no longer have to take their cell phone out of their pocket or purse to check their e-mail, read a new text message, or more – they can have instant access to that content just by simply raising their wrist.

From a marketing perspective, this means that your audience will also no longer need to take their cell phone out of their pocket in order to see your marketing materials. As a result, the content that you’re putting out into the world becomes that much harder to ignore – for better or for worse.

If a consumer both knows they’ve just received a marketing message from your brand, and is then reading it in seconds, the benefit of this is that you’re now connecting with that individual in a way that is more direct than ever before.

The potential downside is that because these types of e-mails are no longer as easy to ignore as they once were, it could become easy for a consumer to feel jaded about the whole process. If you send too many messages and a customer begins to feel overwhelmed by the amount of contact that you’re trying to make, you’re suddenly that much closer to losing a potential lead who feels you’re being too direct. A certain degree of caution will need to be practiced and restraint will need to be emphasized for the best possible results.

As is true with any new type of technology, using wearables for the purpose of marketing is something that will certainly require a degree of trial and error moving forward. Even though these devices are essentially designed to collect as much information about a consumer as possible, privacy concerns regarding how and where that information is used will still need to be addressed moving forward. If you’re able to properly use that data in a comfortable, engaging and organic way, however, you’ll find a new avenue through which to connect to your target market unlike one that you’ve ever had before.