By: Leah Batten, marketing account manager
Routine can be considered the best and worst thing that has ever happened to a company. Predictability, scalability and consistency are paramount to success but it may come at a price. In many cases, being able to perform successfully at a high level means that somewhere along the journey, the auto-pilot may have been turned on.
If you find yourself doing the same thing over and over with the same results, it may be time to take the P.U.L.S.E of your marketing campaign.
“P” – Position
Where do you stand? Have you done any recent research? It’s essential to your company’s success. Do you have relevant data relating to consumer behavior, and your competition? Market research enables you to offer your products or services that are focused and targeted to the right consumers. The times and trends are changing and to avoid costly mistakes and minimize financial risks make sure you know the current market. When we take the time to understand our targets we enhance communication and identify new opportunities.
U – Uniqueness
What sets you apart from your competitors? You may have started before there was a lot of competition but have found yourself slowly losing market share. Re-evaluate what you can do for your customers. How can you help them? It is easier to sell a solution to a problem rather than to sell a feature of the product or service. What problems are your potential customers facing? Spend some time networking and doing research. Reach out to loyal customers. Find out what their needs are by asking questions and listening. You may find out a new way communicate with other potential targets!
L – Language
Now that you have defined a problem, try to find the correct messaging that sells the solution instead of the features. Yes, you offer free shipping but what does that mean to the buyer? It means SAVINGS! Position your messaging as a benefit to the purchaser. What will they get out of the purchase? Don’t get caught up in all the specifications of each specific product or service but instead make your target audience realize that without your product or service they are missing out on something that will make things better/easier/faster for them!
S – Strategy
Who is your target? Identifying your marketing targets enables you to find opportunities and tap into them. You may have done research in the past however trends change and so do buyers! Define your target market as whom you want to sell your products or services to. They have an interest in what you have to offer. Your target market can be divided into segments such as demographics, income levels, and age levels. Once determined, define your purchasing target as those individuals or businesses within your target market that need your product or service and can afford to purchase it. Finally, determine the way you will reach out to this audience as your communication target. Messaging can then be segmented and differentiated to separate demographics.
E – Experience (price, packaging, delivery, customer service)
Do you have repeat loyal customers? If you have high turnover you may need to consider the experience (from start to finish) from the point of view of your audience. Are you priced competitively? Is your delivery slow without a strong return policy? Is the packaging consumer friendly? Do you have excellent customer service? All of these questions need to be addressed when looking to create a loyal customer base. The more pleasant an overall experience the more likely your customers will return and even refer a friend!
Change doesn’t come without some possible risk. Be prepared to not experience the same expected return for your first go-round when you deviate from the robotic norm. Although, you may be surprised and find that you completely surpass results from previous campaigns!