People are reigning themselves in and one of the reasons is that traditional media is not working for them. They are very hesitant to jump into social Media because of the unknown. As a result, they retreat. I am different than other marketers in thinking that most are right. If marketing is not working, why do it! Try something new, well “SHOW ME THE MONEY” first.
I think it is a job as a marketer to assigning accountability to our marketing functions and leave people test the waters. They have to know quickly in a down economy “WHEN TO HOLD THEM AND WHEN TO FOLD THEM.” Example: The day and age that we tell someone they have to run an ad 3 or 4 times before they start seeing results is nonsense. That just says we are running a branding ad vs. a 2-step ad or something with a call to action.
Strategies that I have seen in a turnaround is different then most marketing people may agree with. What I have learned is that you zero in on what you do well in every area of the company and put your money in those areas. If you have a pet project or something that is going to set the world on fire, well it seldom does. There are not that many Ipods out there. So target, target and target some more and build the best buyer persona that you can, to get results.
You can not ignore a recession. We are in one. Systematizing yo
ur Marketing during these time is quite frankly, the smartest thing you can do. Now the question you must ask yourself:
So what do you do? My answer is pretty simple, go find where your ideal client is hanging out these days.
What caught my attention was your statement, “he day and age that we tell someone they have to run an ad 3 or 4 times before they start seeing results is nonsense. That just says we are running a branding ad vs. a 2-step ad or something with a call to action.”
It all depends on the media being used as to how many times a call to action ad needs to run. Sometimes those in the advertising business try and justify what they do by using formulas which are based on averages.
Instead of trying to reach the masses, I suggest reaching the buyers as individuals, instead of as a target profile.
And the call to action has to be motivating to the buyer, not just something the advertiser wants to sell.
It’s all about the relationships between the buyer and the seller and if the advertising and marketing is properly focused with as many obstacles removed as possible, it has an above average chance of working.
I’ll send you a radio example that comes close to what I’m talking about via email.