January 2025
How to market on a shoe string . . .
Where do you start?
When setting up your own business you don't always have the money at the start for everything you need.
Marketing is vital but unfortunately it is not always seen as a priority. Why? Because other things are. You might have product development costs, need IT equipment or even legal advice for contracts all that you can't do without.
However, if you are going to get sales and any return on your investments you are going to need marketing to drive awareness, engagement and then sales!
So how hard can it be I hear you say? Very is my answer. Social media is awash with stories of how people created millions just using one channel. I am sure one or two have done this but in this incredibly competitive world there are lots out there that are not telling the truth.
So how do you get going effectively on a shoe string? Read on my friend . . . .
Do your research
I would hope everyone does this but from my experience that is not the case. So if you haven't done it grab a pen and paper and ensure you are clear on the following:
What you are offering, to who and why do they need your product or service? The more vague this is the harder it is to find those who want your services.
Also, who else is offering something similar and how does their offer and price vary to yours? Knowing the market is key.
Then identify which channels would be the most appropriate to use and prioritise by the one or two you feel you can manage.
Then focus on what information you need to give your audience. This will help you decide if you need a website immediately or not. If your concept is simple then you may not need it straight away.
Create a plan - even if it is basic
Getting started can be the biggest challenge so get a plan together of what you need and in what order. Marketing can consume your life if you don't know what you are doing so having this in place will help.
Consider the following
- What do potential customers need to know about why to choose your product or service.
- What will the call to action be?
- When will you market to them.
- How often will you market to them.
If you are unsure where to start find someone who can provide you with the support and direction you need. Yes it will cost you some money but believe me with the right person it will save you money and time in the long run.
Look for someone who
- specialises in start ups
- clearly outline how they work so it matches your style
- provides a free discovery call
- will provide you with the framework to get going.
- provides you with a fixed cost so you know what you will be paying.
The right person will be able to create a framework for you to follow making it quicker and easier for you.
They will also ensure you avoid any pitfalls too which will save you money. I have seen too many people spend money they didn't have on marketing they didn't need.
Top tips
Business cards - get some
They may seem old hat but having something with your contact details on is invaluable. You don't have to break the bank or even have anything flashy but there is nothing worse then being asked for your details and writing them on a scrap of paper (that will probably go in the bin).
Website - focus on quality over quantity
If you need one it doesn't need to be costly or complicated. Two or 3 pages that are well laid out is sometimes all you need at the beginning. You can create your own with a template builder like this one but, if you don't feel skilled enough find someone who is.
Social Media - don't over commit
Pick one channel to start. Trying to juggle even two can be too much at the beginning to do well! Keep it simple when you start - text and images. If you want to Canva and Adobe Express provide free packages to help you step up your design.
Networking - evaluate each organisation
Start with the free opportunities first. You can spend a lot of time and money on this so do your research! Find the audience that is right for your business before you committing any money.
And finally BE BRAVE! Everyone makes mistakes with marketing, especially the pros. Just learn as you go. A wise person once said 'done is better than not done'.
November 2024
The Customer experience - does it match your brand?
Why it
matters?
When you are setting up a new company most people pride themselves in the quality of the service they will offer. It is often so important it is part of the companies values and therefore their brand. But how much time and effort do they put into delivering this part of their branding?
In my experience not enough.
Marketing for so many is focused on driving awareness and engaging and recruiting customers which is right but, the experience that customers receive when interacting with your business (and one that often defines if they become a repeat customer or not) is often left behind.
Why? Because they forget that this is just as an important part of the brand experience too. What happens - a real mismatched experience that in most cases will ensure your customer retention rates are much lower than they should be.
The impact when
it falls short
Here's a great example that I had the other day
I do my food shop online and the company I use is consistently excellent on all fronts. They had just introduced a WhatsApp channel and as I had a minor problem thought I would use it.
The experience was absolutely dreadful nothing like the professional service I am used to. I was so fed up of being ignored and shouted at online I gave up and called them.
They sorted the issue in minutes in their typically professional and friendly way. I mentioned the WhatsApp situation and the lady could see the transcript and was horrified by how I had been spoken too, apologised and raised it as an issue.
On this occasion they had really underestimated the guidance and support needed for those delivering the WhatsApp channel to do this on brand. Fortunately I have dealt with them for 20 years and it hasn't put me off. If I have been a new customer however it would've been a different decision. I would've walked!
Every customer matters
Businesses who do well deliver their brand experience consistently and across all channels. They don't play lip service to it. They then see the positive impact of this in their customer loyalty and retention figures.
LEGO was a great example of this. Every possible communication was mapped out to ensure that it lived up to the same quality of the products.
Ok I hear you say but LEGO is a global company. They are indeed but they had to start somewhere and getting this right when you first start makes it so much easier then suddenly trying to implement it in a big company - believe me I know from experience.
The fact that most people know but most ignore is that it is cheaper to retain a customer than to recruit a new one and I see so many companies throwing customers literally out of the window due to the experience they give.
When you are a small business customers and their loyalty matters just as much, if not more so as each customer and their retention can be critical to success or failure for that matter of the company.
Be your own customer
When you are starting out ensure that you plan out a communication approach for your customers. It doesn't have to be complex but it needs to be consistent. Consider the following
- How do you address your customer - in an email or on the phone?
- What language do you use and more importantly what don't you use?
- Do you have templates that can be used for speed and consistency? Have you a set font and colour?
- How do you sign off correspondence or a phone call
Each one of these makes a difference to delivering consistency. It prevents one colleague ending their email with 'Cheers mate' whilst you always use 'Kind regards'.
The earlier you start to do this as a business the easier it is for you to foster the right culture from day one.
When you are up and running mystery shop your own business or get someone else too. This will 'stress test' the experience so you can find any 'holes'.
If you are unsure, or find yourself in a bit of a pickle with the consistency of the current brand experience you are delivering to your customers drop me a line or arrange a call.
October 2024
Most school visits and tours are dull - discuss.
They are dull
- the end!
One of the most important decisions a parent has to make is to choose the right school for their child. One of the best ways to help make them make that decision is to visit the school. Yet, in my vast experience virtually all school visits are EXACTLY the same - an impersonal tour of a building and not must more.
So, what brings me to that conclusion? It's boils down to one thing each tour was focused on the school.
All each school talked about was themselves, how wonderful their schools were, all the amazing things they did and I was left bored to tears. Why? Because a prospective parent doesn't care about the general. They care about one thing - how the school will develop and nurture their child and I have only been to one that dealt with this effectively.
The school visit and tour are the best opportunity to demonstrate how you will support, develop and nurture each child but in my experience most schools miss the mark to do this well by miles.
So, if you want your school to stand out read on . . .
What matters to
prospective parents?
The first two terms are critical in terms of student recruitment. The process for selecting an independent school for new parents is now even tougher to justify. As you may know those in the private secondary market are already seen the impact with a 4.5% drop in admissions and the VAT hasn't even kicked in yet.
This means that the marketing and admissions processes within schools really needs to step up and the visit and tour is probably the most vital tool to do this. Why? Because it's the most time consuming but also the best opportunity you have to convert parents . . . if it's done well.
If you want your visits and tours to really make an impact you must put the parent and the child at the heart of your approach, not the school. This is the time to focus on what the parent wants to know NOT what you want to tell them.
So how do you do that? Provide the same focus as you would provide on a parents evening - talk about their, child, how they will grow and develop under your school’s care and guidance. Refer to them by name.
This is your best opportunity to demonstrate how you will care, develop and support their child.
Build your approach
around the parent and child.
I once was on a tight deadline for one tour. I told the school this when I arrived and also what I wanted to cover on my visit.
What they should've done is built the tour around me and my needs for my child. If they had only
- Called me once I had booked the tour to find out more about my child and what I wanted to gain from my visit
- Confirmed when I arrived what we would be covering, how long it would take and to check it would meet my needs.
- Re organised accordingly when I flagged my timing constraints to ensure the visit covered all the points that were important to me.
- Referred to my child throughout the tour, asking more questions to increase their understanding of them.
- Asked if I would like to start the admission process before I left and booked in my child's assessment whilst I was there.
- Followed up with a thank you email the next working day and asked to arrange a follow up call to answer any outstanding questions.
So, what did they do? None of the above. I left the school not seeing what I wanted to see. It showed their lack of understanding and ability to meet my needs so how would they meet my child's?
Make them feel
important!
The previous process that I should've experienced comes from putting the parent and their child at the heart of your tour. It makes the parent feel that that their child is the only child you are interested in and that is EXACTLY how it should be! Otherwise, you just provide the impression that your school sees the children in their care as 'one' rather than as individuals.
I know that the term 'customer service' seems alien within a school but it is helpful to have a really good customer service experience in mind when you are planning - honestly it will really help you.
Simply put it's just about giving the prospective parent an experience that is positive, memorable and communicates why your school is right for their child.
Remember, every touch point you have with a prospective parent is a indicator of how your school will look after their child. So, for every point think - how does this reflect on how we will treat their child?
If you would like a free best practice 3-step guide to how to plan and execute your next parent school tour please drop me a line and I will send you a copy.
If you feel that you could do with some more help and support then why not book a free call to find out more.
Happy school tours! There will be another blog on open days to follow so keep your eyes peeled and if you aren't already follow me on LInkedIn
September 2024
Charities and not for profits - with limited resource, skills and budget how do you get your marketing in order to be effective?
It's not easy . . .
I've been lucky to get exposure to many different smaller charities and not for profits over the last couple of years and they all have the same issues in terms of marketing. They
- Need marketing to drive awareness, engagement, recruit volunteers and secure vital funds.
- Few have a strategy or a clear plan
- Have limited skilled resource, if any in marketing.
- Have little, if any budget.
- Are juggling multiple social media channels.
- Multiple people are contributing to split the load but with little direction.
This is by no means a criticism it is just the situation in most cases unfortunately because they are juggling so many plates.
Marketing is like a flower patch, you start at the beginning with a plot of land ready for planting your marketing 'flower seeds'' To make it work however you need to know what to plant and where and how to nurture them ensure they grow and create the flowers you need.
So, If you find your charities marketing is only giving you a bunch of weeds you need to get the pruners out!
Start with what's important . . .
Step one
Your organisation's aim - your reason for being. What is important for the charity to succeed? What are the two or three things that you need to deliver on? This is your first starting point.
For example, you run a charity that supports children in poverty and your vision is to
- Reach families and networks whose children could benefit from your support
- Reach people who can volunteer to run clubs and activities
- Raise money to buy equipment for the activities
These are your three core areas. - the flowers you need to nurture and grow. Any marketing should be focused on supporting one of these areas . If they don't then pull them out, see them as 'weeds' that could overwhelm the flowers you need to bloom and pop them on your 'compost heap'.
Step two
The next step is to apply this approach to your website..
Websites are another potential 'unruly garden' if not weeded regularly. Content is always added to websites but very little is ever taken off and this means they key information your audience needs is often lost.
Your website only needs the content that your audience needs so, when you look at your website put yourself in your customers shoes and think 'what do they need to know' not, 'what do I want to tell them'.
So, review your site to see if those three areas feature on it and if they do are they prominent enough? So many times key area is hidden on a website - your key areas need to take pride of place.
Prune your social media
Step three
Once you have cleared the weeds a little on your website then focus on what you need to help your focus areas to grow.
I frequently see so many social media channels being managed. These channels, if not right will take all your time to feed and nurture. So, ask yourself, is the audience I am trying to reach using this channel? If it is great, if it's not, then leave it to wither or prune it completely.
Once you know which are the right social media channels to grow you can start to think about what you need to feed and nurture them. Start with who you are connected with. Make sure you are following those you want to engage with first to increase your reach. So make a list and get following.
Step four
Remember to focus your content to support the key aims of your charity - this will help to gain awareness and engagement for your cause.
Aim to vary your content. If you provide your feed with the same type of content each time, for example, 'this is what we are doing posts' your engagements won't die but they won't flourish either. Think of why you follow certain social media feeds and you will quickly see that engagement comes with variety.
Start to add in some variety, for example ask questions or get your audience to share their thoughts on a topic and learn what works for your audience.
Need help?
Getting started with an unruly marketing approach is never easy but if you
- Focus on what the main aims of your charity are
- Clear out your website so that these core areas are prominent
- Prune your social media to focus on the channels that are right for your audience
- Give them varied content that again focuses on gaining awareness and support for your key areas
it will really help and provide you with the ground that you can sow and grow your marketing from more effectively going forward.
Hopefully for some of you this will be the starting point you need. However, I am sure that many of you will be thinking 'that's great Claire, all this seems reasonably straight forward but I have a million other things to do and no time to get my head around it.'
Like gardening, if it has got out of control and you don't have the head space to even think straight you sometimes just need to bring the experts in to make it more manageable for you.
It was one of the reasons I created 'Just Five Hours'. My experience enables me to work through these processes with you simply and quickly Just Five hours literally might be all I need to get you a clear plan to get your marketing growing flowers not weeds.
Whatever it is you need, the best way forward is to book your free discovery call today - it could be the best hour you spend.
August 2024
Starting your own business? No idea where to start with your marketing? Then read on - this blog is for YOU!
Where do I start?
Starting out on your own with no marketing experience can be overwhelming. Observing other businesses, it may appear that they have it all: a cool logo, fabulous colours and branding, a website, social media presence, and impressive images—the list is endless!
I established my own business just four months ago, and my twenty-plus years of experience in marketing have been invaluable but it has still not been easy so, without this experience behind you where do you start?
Two lessons have particularly stuck with me from my time at The LEGO Group.
"Only the best is good enough."
This should apply to the product or service you've created. It should represent the highest quality you can deliver. I'm not suggesting that you need to match LEGO's standards — that would be crazy. Rather, that you should focus your primary efforts on providing the best possible produce or service for your customers. The benefits of this approach, such as repeat business and positive reviews, are crucial for sustained growth.
"Done is better than not done."
This should guide your marketing efforts. Perfection isn't necessary, nor will it be achievable, but without putting your work out there, you'll remain unknown.
So, where do you begin?
My two essentials
The first channel to focus on is establishing a relevant social media presence
By relevant, I mean one social media platform that your potential customers use. For instance, LinkedIn was my choice because my aim is to support small organisations. However, if you're a personal trainer for example, platforms like Facebook or Instagram might be more suitable.
Good content is key, so prioritise creating the best quality posts you can and sharing them regularly, but within a timeframe that's manageable for you. Social media can be the most time-consuming of all channels, so it's crucial to set realistic goals. I, for example, post twice a week. Consistency is key, so ensure your schedule is sustainable to avoid burnout.
At this stage, managing without a website is possible as long as there is a way for people to contact you. However, setting up a website would be my second channel to choose as this provides you with your 'online shop window' an increases how you can be found.
I chose an off-the-shelf package for my website because it fits my needs, budget, and I possess the knowledge and experience to ensure it looks professional. If you lack these, then seek out a professional for assistance (I know a great one if you do).
A skilled web developer will simplify the process for you. Often, all that's needed are three well designed pages detailing who you are, what you offer, and how you can be contacted so it really doesn't have to cost the earth. The key is to keep it simple but professional.
One step at a time . . .
You will probably have a whole host of other things on your list. Logos, branding, professional images, videos, email templates . . . the list is almost endless but most can wait.
Instead, focus your efforts on getting your name out there and creating your story. By this I mean who you are and what you offer. This is the part that can be tricky but it is about finding what works for you.
My work approach is open and friendly, and I aim for my content to mirror that. You may need something more formal, but it's all about what works best for you. Don't be concerned if you find yourself altering your style initially—it's similar to trying on new outfits; you have to experiment with a few outfits before finding the perfect fit (we are back to the 'done is better than not done' quote).
When discussing your product or service, the key aspect to consider is how it benefits your customer. Shift the focus from what you do to how what you do helps your potential customers. This provides them with a compelling reason to engage with you.
This may all seem simple but I know that it is not. I have found marketing myself the hardest role I have had in my career. Do I overthink everything I do? Totally. Do I rewrite things several times? You bet I do! Do I worry that what I am do is not showing my skills in their best light? Pretty much all the time. So don't think you are on your own.
Need help?
If this still seems overwhelming to you or, you've started but have no idea if you are on the right track then that's where I come in.
I understand that investing in a marketing consultant right at the beginning may seem extravagant and unnecessary but the right guidance can be a real time and money saver.
Too many times unfortunately have I realised that if only the customer had contacted me sooner I could've saved them time and money by preventing them investing in marketing or services they didn't need yet.
For £399 I have put together a New Marketing Start Up Package which could be the perfect solution to get you on the right track.
Following your initial one-hour discovery call, I provide six hours of support to help you to:
- Determine your initial marketing requirements,
- Develop your unique voice and style,
- Assist in planning your initial content.
Why not book your free discovery call today - it could be the best hour you spend
July 2024
The experience your school gives potential parents should match the care and attention you give your students . . . but does it?
It is even more critical if you are in the independent sector but, for any school, marketing and sales has its place and it is vital to know where that is . . .
. . but I'm running a school not a business . . '
Whether you run an independent or state school, your budget is closely tied to your student enrolment. Adding an extra 5 or 10 students typically incurs no significant additional costs but provides essential funding.
The educational landscape has transformed significantly, in the last few years. For state schools, the days when children simply attended the nearest school are long gone. Today, parents and students have choices, which can be both an advantage and a challenge for everyone involved.
If the new government sticks to their promises, independent schools face an even bigger challenge as parents could be forced to pay VAT on their school fees.
Contrary to popular belief, not all parents of independent school students are extremely wealthy. Whilst affluent parents may not be a concern for prestigious institutions like Eton, many prep schools in particular have a high proportion of two income families who make significant sacrifices to provide the best education for their children. Parents will have already accepted a fee increase for the 24/25 academic year but looking forward they could be facing the annual fee increase plus 20%.
How your school is presented both in person and online therefore is crucial. Demonstrating you schools' value is critical and this requires excellent marketing and communication, as well as a parent-focused admissions process.
It's just a prospectus and a few fliers isn't it?
No, unfortunately, it’s not. Effective school marketing involves much more: a parent-focused website, excellent photography and videos, clear and well-thought-out content, appropriate social media, engaging adverts for open days and events, and PR—all reflecting the quality of care and attention you give each student
Here are common issues I've seen in school marketing:
- Inexperienced marketing staff: Marketing is often handled by someone with no experience or by someone with some experience but several other responsibilities, all deemed more important.
- Misaligned messaging: The tone and content of the marketing often focus on what the school wants to say, not on what interests both current parents and potential parents.
- Limited tools: Marketing efforts rely heavily on Canva because it's free (though Canva is a useful tool, every system has its limits).
- Isolation: Marketing is often done in isolation, with most people in the role having no one else to consult or nowhere to turn for help.
These issues can lead to significant problems. Consider this: the decision on where to educate their child is one of the biggest decisions parents make. They can’t sit in on classes to see your skilled teachers in action; they rely initially on your marketing and then your admissions process. So why wouldn’t you ensure that the same level of expertise is used in creating these vital first impressions?
Sorry but admissions
is sales!
It really is a sale. I know 'sales' is a four-letter word in education, but every student recruited is money in the bank, which is why thinking commercially is critical for sustainable growth.
In my experience of mystery shopping schools across the globe, the majority delivered a an average experience in both visits and open days.
Why? Surely it's not that hard? It's not, if you know what you’re doing—but that takes experience, skill, and a commercial mindset. In most cases, the admissions process is not seen as a 'sales process' and therefore lacks the key elements that a good sales process needs, including:
- A consistent admissions process: Ensuring consistency in how potential students and parents are engaged.
- Clear identity: Everyone at the school should understand and communicate the school’s core values and key reasons for choosing it.
- Personalised focus: Visits and open days should focus on what parents want to know, not what the school wants to showcase.
- Asking the 'sales' question: Asking each visiting parent if they want to apply for the school. Only one school has ever asked me this.
- Robust follow-up: Having a strong follow-up procedure for parents who attend tours and open days. Many potential students are lost due to lack of follow-up.
An excellent admissions process requires thought and planning to succeed."
So what should
you do?
I know that it is more critical in fee paying schools but, no matter what type of school you run marketing and admissions should be a higher priority at your school then it currently is. If you're struggling to manage this, find someone who can help you.
Here are my top five recommendations:
Budget for expertise: Unless you have a marketing and admissions rockstar at your school (and they do exist), allocate budget for external help.
Find the right people: If you have someone who can dedicate time to marketing and has some skills, consider finding a mentor to support them. If you need an outside consultant or agency, choose one that understands the school environment.
Evaluate your processes: Get an evaluation of your marketing and admissions processes. This will help identify your strengths, pinpoint issues, and determine what needs fixing.
Create a plan: Develop a clear plan outlining what needs to be done and in what order. This will provide direction and make the process more manageable.
Be cost-effective: Remember, you don’t always need to spend a fortune. For example a good agency will know when your website just need reorganising, not replacing, or to remove three of your five social media channel because only two are the right channels for your audience.
If you’re a Head, this might seem like another point on a very long list of things to do, but once set up, resourced appropriately and planned out, it will save you time and help attract valuable new students.
Click here to contact me for your free guide to running the best open day for your school. Remember to put FREE GUIDE in the subject header.
May 2024
The second blog this month is about the challenges that marketers face, the frustration of what it's like to work in a field where everyone see themselves as an expert!
Marketing, it really is a lot more complicated that just making something look better.
'Can you make this presentation look pretty?'
As a marketer, how many times has someone said that to you? For me, the last time it was by an MD I worked for. Fortunately, on that occasion, it was ‘tongue in cheek’ as he knew how much that phrase annoyed me. I know however, from both personal experience and speaking to others that this phrase and others are said to marketers all too frequently as though our skills and years of experience add nothing more than simple 'decoration' to a business.
So why is it that us marketers gets such a hard time?
For me there are two areas that stick out like the proverbial sore thumb. The first is that everyone thinks they are a marketer. This is a bigger problem then it seems because in many cases it leads to the second problem which is that so many companies do not have experienced marketers at either their leadership or board level. Why? because everyone is a marketer and round and round it goes.
So why does everyone think they are a marketer?
Everyone is NOT a marketer - despite what they think!
I have lost count how many times I have been told by senior managers that they have ‘done marketing’. I am sorry but creating one flier 15 years ago or attending a course that spent half a day covering marketing does not make you a marketer nor does it enable you to understand marketing.
It’s funny but I don’t recall any other profession being viewed quite in the same way. I wouldn’t dream of telling a CFO how to manage the company’s finances because 'I have a spreadsheet at home to manage my money' but I have had a CFO tell me how to create good marketing. So why does this happen to us marketers?
It happens because marketing is everywhere . . .
. . .and it really is. From TV and radio, social media, the internet, billboards, fliers, we are surrounded by it and that means everyone has an opinion on it. It just doesn't happen in most other professions because their output doesn't have the same exposure.
The only similarity I can draw is all the 'armchair experts' shouting their advice to their football team via the television. They probably don't even own a pair of football boots but, as they watch matches regularly it makes them an expert!
From this lack of experience and knowledge comes my least favourite phrase (and yes I dislike this one even more than the ‘making things pretty' one). It is when I am told by someone senior and non marketing ‘I don’t like'. It is the most pointless phrase. I mean how do you respond to that? 'Would you prefer it in pink?'
Joking apart, in most cases it is because they personally don't like it or something on it and the key word here is personally. Why? Because as all us good marketers know it is not personal opinions that matters, it is the opinion of the audience you are targeting that matters. And, in most cases this person is not your audience.
Early on in my career I ran a campaign that to me was completely unappealing visually but as I wasn't the target audience my opinion was irrelevant. What was relevant however was that it worked for the audience it was targeted at and was the best performing campaign for nearly 2 years. It's all about matching to your approach to your audiences needs.
So what happens when marketing is not led by a marketer?
Even when companies have experienced leadership in marketing, it is the budget that is normally one of the first to get cut when things get tough. So, imagine the challenges that marketing teams face when there is no one senior banging the marketing support drum?
Without an experienced marketer at the helm, it is highly likely the team will work sub optimally. Rather than using their skills and adding value they are just tasked with 'doing' rather than 'thinking'.
Speaking to teams recently who are in this situation they are briefed by other areas of the business, often too late in the process, they can see issues with the brief but are not given the time, have the experience or are provided with the support to raise their concerns. They just have to 'do'.
Do you think people stay long in these roles? No they do not - if they do they become more and more demotivated. They move to where they can put their skills to better use, where they are part of the process and can add real value to deliver results because they are led by someone who understands their craft.
Now I am not saying that all companies are like that - many companies are marketing led but it is still concerning how many companies operate with marketing almost as afterthought.
So how do we show our value?
Firstly, marketers need to be empowered to do what we do best - understand the target audience, where they communicate, what their challenges are and then create compelling stories that helps them engage with the product or service because we give them a reason to. If you find yourself in a role that doesn't enable you to do this try to find one that does.
Secondly, when faced with the 'I don't like it question' my response is always the same - I focus on what is important - the audience. I therefore ask;
‘Can you tell me why the piece will not connect with the audience it is targeting?’
This is normally met with silence. Why? because what it does is remove that personal viewpoint from the conversation. If they can articulate why it won’t connect with the target audience, then brilliant! That’s the aim of getting feedback and a new perspective could make a real difference to the results - none of us are perfect. However, if they can’t give you constructive reasons as to why the target audience won't connect with it then you have just prevented a long pointless argument over an image or a colour that they ‘don’t like’ for no other reasons than they simply just don't.
Thirdly, track your efforts – nothing makes people listen more than when you have proof of the impact that what you have done has made. Many non marketing leaders are sceptical about marketing so choose your channels and reporting wisely so you can demonstrate the impact your marketing is making.
And finally, for those who can and want to – push to be on that leadership team or board or volunteer to be a trustee for a charity to ensure that marketing's valuable view point is heard.
The more marketers are represented at all levels the better it will be for everyone so get that marketing flag flying and help create environments where marketing is really worth its salt!
"Always pass on what you have learned" Yoda
As in any career I have made the odd mistake or three and also had some great successes. My aim is to share these with you with the hope that they help you to avoid some of the pitfalls I have and reap some of the benefits.
May 2024
May's blog is all about cake - well not quite but it is about understanding why it is just as important to learn why good marketing recipes work as those that don't.
Take the time to learn from your successes as well as your failures . . .
. . . and avoid a recipe for disaster
Mistakes are a common occurrence in life, work, and marketing, and I've both made and witnessed some significant blunders throughout my career.
I love baking cakes. When you bake a cake and it turns out so heavy and dense you could use it as a door stop you check the recipe, the process and the cooking heat and time you used to find out what went wrong. We follow the same process when marketing campaigns don't deliver. After the initial panic subsides, we take the time to understand what went wrong to avoid repeating the same inedible outcome! Never be afraid to fail as these experiences provide us with valuable learning steps.
But when we succeed - why we don't apply the same scrutiny to when we get it right ?
So, when our cake looks like something that Nigella would be proud of we cut a slice, sit back, relax and enjoy! Unfortunately, in my experience we tend to do the same with successful marketing campaigns. The implications of not understanding why our marketing campaign 'cake' has been a success however is just as crucial for future success and, longer term, can turn out to be our Achilles heel.
Whoo hoo I'm a genius!
Sorry, you're probably not, well not yet anyway, particularly if you are just starting out. Success with a campaign or promotion usually means that, on that particular occasion, you've managed to meet all the necessary criteria simultaneously to generate success. It comes topped with a lovely tasty topping of excitement but before you start to bake another batch stop and think . . . do you know why the campaign cake turned out so good?
To successfully bake a cake you follow a recipe and, if you follow this to the letter, bar on dropping it when you take it out of the oven, it will look and taste delicious. Marketing is not quite as simple - how I wish it was! Yes, there is a recipe so to speak;
Take 1 cup of audience, add 1 key message and 1 relevant offer, mix together, pour into the right selection of channels and bake at the right time for maximum interest = awareness /leads / sales
The challenge here however is this, it's more like algebra, the components differ for each business, product or service, time of year etc. Imagine baking a cake where you have a rough idea of the components but have no idea of the type or quantities, or how long to cook it for? Not as easy is it? So when it all goes right it's easy to get carried away.
Excitement, time and money tends override logic.
There are many reasons why we don't evaluate as thoroughly, if at all, when a campaign succeeds. The first, as I mentioned is the pure joy that your campaign has had such a positive impact. Bearing in mind, the investment of time and money into any campaign remains constant, regardless of its success, these two areas are most often the reason for a lack of analysis:
Money - the need to generate more sales to reach your goals.
Time - we're behind plan and with the absence of perceived drawbacks, why waste time?
Whilst these concerns, are understandable, the focus should always be on creating campaigns that generate sustainable long-term growth.
I've been at numerous companies where marketing plans have been altered to implement 'more of the campaigns that work' in a panic to hit targets. In all cases little or no due diligence was done to understand if the campaigns were actually the golden ticket they seemed to be. Consequently, in nearly all cases this approach went on to yield minimal results with the cost of failure escalating significantly and targets being missed.
Understand why for long term success.
Going back to the recipe analogy, identifying which factors contributed to the success of your campaign or promotion can lead to significant savings in time and money over time. For example:
Was the success down to multiple factors or just one? Also, was it a factor you could control? For instance, a surge in positive recognition for the type of product or service you provided during the period the campaign went out could have significantly benefitted your campaign but was outside your control.
So ask the questions and do the digging just as you would to learn from a poor performing campaign. Gaining even a little insight as to the reasons for your success is better than none. It will aid you in sustaining both your success and growth so get curious.
With experience you can start to drive more effective campaigns but complacency is devasting so never presume that when campaigns deliver results that you have cracked it. Achieving marketing success is a constant moving target.
Remember, understanding why is just as valuable for your successes. Want to be a real marketing genius? Always take the time to understand why?
Strategy
Planning
Digital
Content
Evaluation
Support
We need your consent to load the translations
We use a third-party service to translate the website content that may collect data about your activity. Please review the details in the privacy policy and accept the service to view the translations.