Marketing SkillsBy now you’ve heard the latest marketing pitch from legendary fast-food chain and purveyor of french fries, McDonalds. Unless you’ve been living with a to-go bag over your head you’ve likely seen their new “Breakfast All Day” campaign which has saturated all forms of social media like a greasy hash brown on a pile of napkins. The ad—which cost hundreds of thousands to produce, not including purchased airtime—was made by a creative team of over 20 individuals with titles ranging from “Senior Attorney” to “Finishing Artist.”  Whether your marketing department is a seasoned team of 20-30 minds or a humble team of 2 or 3, identifying and targeting the right prospects is a difficult job that evolves and changes every day. You don’t have to be the biggest burger chain in the world to need to know how to target the right customers at the right time with the right budget. With a few simple tools you can reach your target audience, even if you’re selling cable subscriptions as opposed to all-day hotcakes.

  1. Beware of the “sworn enemies” of the marketing world, and know how to beat them! As a marketing professional myself, I’m well-aware of how certain factors can really gum up the works. While some of these factors are out of my control, some of them are controllable with proper planning and utilization of the resources at hand. Some of the “sworn enemies” I’m speaking of include time-consuming processes, lack of familiarity with the prospect/customer, needing to go through multiple employee resources, and out-of-date information. Think about what’s slowing down your marketing efforts and pinpoint where you are losing the most time. Once you’ve done this, you’re well on your way to more streamlined marketing efforts.

 

  1. Make sure you’re reaching the right customers in the right way. Ask yourself, “what are we selling, and who do we hope will purchase?” Is that person the primary decision-maker when it comes to buying? For example, if you’re informing consumers about a new cable package, make sure you’re reaching the customer where they are—which may not be in front of a computer or a TV. Many senior citizens (and even harried parents) don’t spend a great deal of time on a computer, so it’s important to reach them in a way that they will see. Consider thinking outside the parameters of electronic marketing, i.e. postcards and mailers, brochures, etc. Print ads increase your brand recognition and strengthen your company’s presence in the community.

 

  1. Don’t be afraid of mailer marketing. In the digital age, mailer campaigns have gotten a bad rep, but often this is still the best way to reach potential new customer. I can see what you’re thinking, “nobody likes junk mail!” In some ways, you’re right. But when mailer marketing is done well, it can be just as effective as any other high-tech marketing plan out there. Mailer campaigns are personalized, targeted, versatile, and easy to implement. Did you know that if you have a list of targeted customer addresses, with about $80 and a few hours you can create a targeted ad campaign? Services like VistaPrint, ModernPostcards, and PostcardMania offer postcard creation and delivery services in a one-stop shop. Once you have a targeted customer list, remember to keep the postcard ad straightforward and simple, with bright colors, a clear message, and an easy way for a prospective customer to contact you.

Whether you’re advertising telecommunications services or a new breakfast sandwich, the goal is the same: reach the customers you want, in a way they want to be reached. With the right marketing campaign, you’ll find you don’t even need a “finishing artist” or multi-million dollar ad placement in order to make an impact!