How effective is your current marketing? Is it working? Are you measuring it? There are many ways to measure the success of your marketing efforts, but as with all efforts, the form of measurement and the definition of success for that marketing campaign should be determined up front before the campaign begins. Are you looking for X amount of unique visitors to your site, are you looking for X % of increased revenue, visitors to your retail locations etc.
One of the factors that determine the success of your campaign is something I like to call the “Saturation Point” of your marketing message. The saturation point simply means how well received your message is to your target market. The interesting fact about the saturation point of your message is that there is a direct correlation between it and the relevancy of the marketing message. They go hand in hand.
If your message is irrelevant to the target market than it won’t saturate as well, obviously. This means it won’t get carried through social media streams and you won’t achieve the defined success markers in your campaign. The relevancy of your message is arguably the single most vital key point for success. So why do so many companies choose to over look it or worse create a message based on a hypothesis? Determining your key message in your marketing campaigns should come from one source – research. Do your research people. Compile your data, do the focus groups, find out what your target market is saying, how they are feeling and find a relevant message they can relate to. If you can’t afford a research company to do this for you then do it yourself you’d be surprised at what you can find surfing blogs, twitter, facebook and google, or by sending out your own survey. (surveymonkey.com is a great free way of doing this)
Research is vital. It will reveal insights you didn’t know about and qualify them. It will give you a glimpse at the potential avenues to go down with your marketing message. It’s not common to have a creative guy (me) that sees the benefit in research but as problem solvers, that is our job, to do our research and have as much data to work from.
So what does this have to do with the Saturation Point of your marketing campaign? Well if you aren’t saying the right message your target market won’t be interested. How many times have you seen the screaming announcer on the TV saying “NO MONEY DOWN AND ZERO INTEREST”. The majority of people block that crap out because it isn’t relevant to them. (Plus it’s annoying.) I get so frustrated seeing campaigns that have nothing more compelling to say other than a price a point. I see the wasted money spent in media and production and think to myself what a wasted opportunity. If only they had done their research and found a compelling and relevant message to say. One that is proprietary to their brand. Anyone can claim price point.
Now, with any marketing campaign you will achieve some success regardless of what you do. That’s right. No matter what you say you will get a certain amount of success. It’s what I define as throwing the @#% to the wall and seeing what sticks method. A certain amount will. For some companies this is enough success to justify their efforts. Not so for myself.
People will tell you there are so many factors that determine the success of a campaign, the media buy, the use of social media, the production budget, the product performance, whatever. But regardless of these factors if the primary message isn’t relevant to the consumer then you have failed from the beginning. You might as well throw your money out the window because you will waste it. With the right message, a relevant one, you can sell anything.
Stop talking at people and start talking to them. Put down the bullhorn and stop broadcasting your brand message. Instead invite people to have a conversation about your brand. Give them relevant information that they can relate to. Make it personal, make it emotional and make a connection. Above all, make it creative. Yes there are ways to get a person excited and interested about the most mundane products like a cheese grater or a pair of socks. But you have to do the research and then you have to connect with them by means of relevancy. (What’s in it for them, how does it fill an emotional need in their life?) Once you achieve this you will see your marketing efforts “saturation point” spread successfully.
Lets put this to the test so I can prove to you how the right, relevant message would be more successful. Lets take the product of socks for example. Pretty bland and nothing great about this product right? For argument sake lets just say there is nothing special about these socks, they are made in China just like every other sock out there. No special features, no jaw-dropping USP. Now what?
Well you dig deep into your target market to find a relevant angle of attack for your messaging. One that none of your competitors are taking. Lets say that our research shows that most people buy socks every month because they wear out and get holes in them, exposing their toes. I think everyone can relate to this right? Perhaps our angle of attack is to create messaging around exposed toes and how embarrassing it can be. You can do a spoof commercial or online video of those typical “Ambilify” ads for medical drugs that say “Do you suffer from….. then ask your doctor if XXX is right for you”
They could be so fun and entertaining but most of all relevant to the target because the truth is everyone experiences it. The positioning is one that solves a problem for the target market, it does it in a relevant and creative way that will resonate with them. Is it emotional? Yes it could be funny. Is it relevant? Yes it addresses a legitimate concern. Is it proprietary? Sure any sock company could say this but if you are first to market with it then you own it and any other similar messaging from your competitors will be seen as a knock off.
Now this is just an example idea with a pretty vague strategy off the top of my head but you get the idea. If any of you own a sock company, feel free to use this idea :o)
So there you have it. It’s easier to extend your saturation point than you think all you need is a little research, some insight and bit of creativity and you’re on your way.