Spearheading a new product launch or marketing initiative? Although all of us understand change is ubiquitous and needed, it does seem to be in our very nature to resist it. And that we all do, in big ways and small.
If the marketing launch you are undertaking is massive, here at FocalPoint, we recommend taking small steps from the gate. Here’s what we mean:
For instance, separating communication about the initiative from action. Start by outlining what’s changing and provide a clear “why.” Customers, staff, senior advisers and folks on down the line – even the voice in your head – all need that.
Follow that first step by parsing out a series of additional ‘bite-sized’ steps, and attach a dateline to each. This way, you can provide those in your organization with a chance to taste success one step at a time, and build confidence along the way.
Every couple of weeks, provide a status update and remind your team (and your customers, as appropriate) of the big picture.
Breaking any big marketing change down into smaller elements while keeping the big picture in mind can help everyone in your organization appreciate the ultimate goal, gain positive momentum and contribute to its ultimate success.
There’s less than 2 months left in the year and all of us want to close out 2014 strong. It’s times like these when marketers and business owners tend to just go, go, go. But, when it comes to marketing strategies these busy times can cause us to lose focus and over complicate things as a result. With so many websites, so many ways to communicate, and so many things you want to do, now is the time to think about how to simplify your marketing success. Let me tell you how.
I believe all successful marketing campaigns have 3 simple ingredients. While these ingredients are very simple, they are often overlooked. I see it happen time and time again. Missing one of these ingredients is like trying to make a loaf of bread without flour. It just doesn’t turn out well.
Let’s think about it for a minute – every time a customer or prospect takes the action you want it’s because 3 things happened. 3 very simple ingredients came together just right.
Ingredient #1 – Right Message. You sent your customer or prospect exactly the right message to capture their attention.
Ingredient #2 – Right Time. They received your message at the perfect time.
Ingredient #3 – Right Device/Medium. You reached them using the right method of communication.
Take a look at this short video to see these 3 ingredients come together perfectly…
Example #1: Meat Pack Shoe Store – Hijack
Watch this video from the Meat Pack shoe store in Guatemala to see these 3 things come together perfectly…
Think about this video for just a minute. Why was this “Hijack” campaign effective? The answer is easy. The potential customer was offered a significant discount (right message) while they were in a competitor’s store, likely close to a purchase decision (right time) on their smartphone (right device). At that point, converting on this campaign for anyone who was targeted was super easy (and even fun) to do.
Sure, this WestJet example involved plenty of planning, but when you think about it the concept was simple. We’re going to give awesome personalized gifts/go above and beyond (right message) while people are traveling for the holidays (right time) and do so in person (right device).
What Do These 2 Examples Have In Common?
Not only do Meat Pack and WestJet nail all of the 3 must-have marketing ingredients, but they create a truly unforgettable customer experience. The type of experience that captures attention and the type of experience that customers WILL tell others about.
1. Right Message – What is the message you want to send to your customers or potential customers? Maybe it’s an educational message to help them better understand how a product or service works. Maybe it’s a special discount on Black Friday to help drive some immediate sales. Whatever your message ends up being, make sure it’s incredibly clear. Too often we get caught up in all of the other things that come along with an online marketing campaign and lose sight of what our actual message should be. Don’t be the person sitting there asking yourself again, “what was it we actually wanted our visitors to do?”
2. Right Time – Timing is everything when it comes to planning an effective marketing strategy Does it make sense to send your message immediately before or after some type of business transaction? After that, how long is too long? Getting your timing right can be the difference between a 5% response rate and a 15% response rate. Look at data, ask your audience ahead of time and test it until you get it right.
3. Right Device – In the marketing industry, especially in today’s world we say “device,” but really it’s any method of communication. In one instance, sending a text to someone’s smartphone immediately after a purchase offering $10 off the next purchase in exchange for feedback about their experience might be just the right device. In another instance, sending a hand written follow-up note at the end of the year to your customer along with some holiday goodies might be exactly the right “device.” I guess what I am saying is that just because we have all of these technological advances and new “devices’ available, doesn’t mean we should lose sight of some of the “old school” ways to communicate. A hand written note or even a face-to-face transaction can be just the right “device.”
At Focal Point, we make sure our customers get the 3 ingredients to marketing success right, every time. If you’d like some help with your next online marketing campaign or need some assistance when it comes to strategic planning, please get in touch with us today. We can help you create that customer experience you’ve been wanting to deliver.