Recipe for Creating a Successful Marketing Campaign

Someone once told me that sometimes you have to slow down to speed up. This is definitely true when it comes to advertising and marketing success.

Many small and medium sized businesses are not getting the desired results to their advertising and marketing efforts because they do not take the appropriate amount of time to focus on the 3 main elements of creating a successful marketing program. The 3 main elements are determining the target market, creating the offer and developing the copy to communicate the offer. Typically, more time is spent on creating the copy than on the on the other 2.
 
Here is the recipe for creating a successful Marketing Plan:

60 % Determining the Target Audience

• Who Are They?
  Are there current customers with great potential in industries are not currently being targeted?  What are the growth industries in your area?  What would it take to turn your “B” customers into “A” customers?
• Where are They? Who do your customers buy from? Forming strategic alliances with suppliers can be an effective way to find new customers. Are there training programs specific to your targeted industries?  Think beyond your normal networking efforts.

  30% Creating the Offer

• What do your customers need? 
  What solutions are your customers and potential customers seeking?  Are they aware of your entire product offering? What do your sales people suggest?  What added value do you/can you offer?  Develop different offers for the different target markets.  Go beyond discounts and giveaways.  Think outside your comfort zone.
• Test and Measure  One of the benefits of the ever expanding internet is that it is easy to test offers quickly.  Training your staff on recording tracking information will enhance the accuracy of the test. 

10% Developing the Copy

• Communicating the Offer 
  Where do your customers get their information?  Is your staff aware of every offer?  How do you want your customers to respond? 
• Test and MeasureUse a variety of vehicles to test the message.  Always include a code to track response and make your staff aware or recording the code. 

Marketing is a long term, ever evolving process.  By taking the appropriate time in each of the Target-Offer-Copy area you will speed up the success of your marketing and advertising campaigns and achieve the desired results from your plan and for your business.
 
Wishing you much success,
Coach Steve
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