Warning: I am going to get on a soapbox for just a couple of minutes so stop reading now if you don’t want my advice and words of wisdom. I should also provide a disclaimer that some have told me that I am extremely opinionated – I don’t see it – but I will leave that up to you to decide.
Several times a week I find myself reminding and challenging people to really think about their marketing. I am often surprised that they are very “boxed” in their thinking. Many feel like they know exactly who their consumers are and what their buying behaviors indicate. Most completely miss the mark. They think about themselves as the consumer and this is where we find ourselves off target and wandering. Just because you watch a particular television show, read this newspaper and only check that website for weather doesn’t mean that your consumers are doing those things.
It is important for a business owner or employee tasked with marketing to really think outside of the box. They need to look at their marketing from a consumer standpoint first and then from their side of the business after. At the end of the day a business without consumers is not a business, right?
Let me give you an example. Recently, I came across a special discount to motivate me as a consumer to take action and save money on a particular purchase. Within just a short window of time, a second discount came through for the same particular purchase at a different more heavily discounted rate. Then a few days later, I was interacting with the company’s brand in a completely different manner and received a third discounted offer. If I had taken advantage of the first offer I would have been a very upset consumer when I received the second and third offers. Not smart of this business from a marketing standpoint, at least in my opinion.
Here are just a couple of things I encourage businesses to think about:
- Who is your primary consumer – not who you think they are but who they really are
- Who is your secondary consumer
- How do these audiences interact with your brand
- How do you want them to interact with your brand
- What do you want to accomplish – what are your goals
- Does your overall marketing strategy address the points above
I love being on my soapbox. Can you tell? Not because I want people to think that I’m super smart (I am) or that I have all the answers (I do) but because I want businesses to be successful. I want to help them drive revenue and grow their business. I want to challenge them to think about their marketing from outside of the box.
So, if you are ready to get rid of the boxes (my soapbox and your box that is holding you back from being successful with your marketing) give us a call at High Road Digital. We are ready to help.