Does your marketing campaign need a spring cleaning?
Spring cleaning isn’t just for your house. You can spring clean your marketing for greater success next quarter. We’re giving you the inside scoop on best practices for effectively spring cleaning your marketing campaign.
We like to think of a marketing campaign as a living, breathing being that undergoes changes. Your marketing campaign shouldn’t be something you “set and forget”. Your marketing campaign should be treated with the same care that is required for maintenance on your vehicle. When you first buy a new vehicle, it’s ready to drive. However, after time, your vehicle needs an oil change or other maintenance. The same is true for your marketing campaign. If you “set and forget” your marketing campaign, you could end up with a marketing campaign that’s not bringing you the results you’re looking for.
At this point, you’re probably saying, “Okay, I know I need to spring clean my marketing campaign but where do I start?” We’ll cover three main areas you need to consider: Budget, Media, Message.
Do you have a sufficient budget to achieve your goals? Could you spend the same amount of money and achieve comparable results? There’s a quote by a very successful merchant by the name of John Wanamaker, “Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” Thankfully, we have come a long way in evaluating advertising effectiveness in many ways. However, you could still be spending too much money or not enough in certain areas of your marketing campaign.
Hold your media vendors accountable for results. Are they bringing prospects to your business? Are they bringing you potential customers for you to sell your products and services? Hold your media reps accountable by setting campaign goals. If you’re not seeing results after a period of time, re-evaluate the effectiveness of each medium in your marketing campaign. We recommend running a campaign for three months as a benchmark to properly gauge effectiveness as this gives time for the campaign to gain traction and bring potential customers to your business.
Have you been using the same creative for a while? It’s time to brush off the dust bunnies and give your creative a new life. Consider this: Is your creative motivating your potential customers to visit your business and solicit your products and services? If not, it’s definitely time to spring clean your creative. Often times, creative is overlooked in evaluating the success of a marketing campaign. However, your creative could be the single factor keeping you back from achieving your campaign goals.
When you evaluate the budget, media and message to make adjustments where needed, you’re well on your way to spring cleaning your marketing campaign!
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