Monor te Castro

Marketing – Making a meal out of a mouthful

Giving a blog about business strategies for marketing could well be like gazing into the mouth of a great white shark. It really is a dog-eat-dog world out there, and you have to figure out strategies that will get you rising above the snapping jaws and into the hands of faithful consumers.


Beware! There are many pitfalls and part of your strategy is to ensure how you successfully navigate around the minefield. Everybody is planning how to effectively get their message out, starting from marketing 101 where the golden rule is to make people aware of your product and services in the most innovative ways, being aware of the 10 second attention span that exists in the marketplace.

Have a very clear identification of who your target market, or demographic, is. This will dictate how you proceed. Define what your methodologies are in reaching that market. Always remember, don’t belittle or, when trying to be humorous, make the joke that everyone will get in three seconds but you’ve spun it out to five minutes.

media-marketingNever assume anything. Just because you’ve heard a certain demographic has certain ideologies, don’t just plunge in. Conduct surveys. Make sure that what you are planning in your strategy is spot on and will ring true. Don’t try and be too clever. If people have to look up words on Google, you’ve lost them already. Also, if they’re watching a television ad and find it fun (for the first time), but five minutes later can’t remember what was being pitched, then again, you’ve lost it.

Speaking of television strategies for marketing, and if you have the budget, don’t run one ad endlessly. I know of one commercial that was great for the first couple of
times, but six months later I switch channels when it comes on. You’ve paid for the airtime, now get to use it effectively. You should be looking at forming strategic alliances with other entities that can help you get moving. Find companies that have a similar demographic profile reach and see if you can help each other. If you can market each other’s services, great. You may well find that in this climate, two is better than one!

If your demographics overlap, don’t use the same strategies that you’ve used for the first target group. People can be similar in many ways, but millennials think
differently to boomers and the same messages are not going to apply to both. The same naturally applies to different genders. Women and men are rarely from
the same planet. Remember this when planning your strategies. What may make a woman go `wow!` may well make a man chuck a flyer out the car window (careful…you could well risk a fine for littering) in disgust. When it comes to appealing to the senses, heart and head, because that where we’re aiming, great minds also seldom think alike. You may assume they do, but remember the golden rule – never assume! Use Blue Bee Printing to make sure you find new clients. If this is true (and it is, believe me) then realize that there are target groups within target groups within target groups for the same demographic. People seldom get this and the shotgun approach to this demographic goes horribly wrong.

The point is, do your homework, do it again and have it checked and verified independently. Only when you have identified all the sub-groups, can you start planning what you are going to pitch and to whom. Everyone leaps onto social media these days, and for good reason. We have the means of your campaign going viral – oh the temptation! I urge you to be wary. Very few efforts ever make that grade, and you could have the humiliation of ten hits if you’re lucky and a failed social media campaign.

megaphoneFrom age four onwards, everyone’s aware of twitter and Facebook, and everything else, so don’t make out as if it’s the new `in` thing, tweeting until you’re blue in the face, and placing sponsored ads on Facebook ad infinitum as if everyone is going to leap onto your bandwagon just because it’s there. You may well be alienating the very people that you’re trying to reach. Use your social media time wisely – and for Pete’s sake, give people a hook they can hang onto whatever you’re using. Remember, the faithful old jingle? It has seen many a campaign rise above the stratosphere and get locked into the brain of young and old for many years. So, my advice, find a good jingle writer and see if you’re humming that jingle on the subway home. If you are, could well be you have a major hit on your hands.

So, the hooks and crooks of planning business strategies for marketing really rest basically on common sense. Unfortunately, in much of today’s world that seems
to be a commodity that is sorely lacking. Get as much feedback from your demographic as possible, on a continuous basis, and you’ll find out if you’re headed north or south. The cardinal rule is this, and listen wisely – don’t leave any loose ends. They’ll trip you up, that you can be assured of!

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