No one’s marketing is perfect, even though we do everything in our power to try and make it that way. Although we try to market to the best of our abilities, we occasionally hit some road blocks and make some mistakes. But not to worry! Mistakes are a great way to realize what isn’t working for your brand and to help you to figure out what is.
In this blog post, we discuss five of the most common marketing mistakes multi-unit brands are making today, as well as give you advice on how to fix them.
1) You Don’t Know How Your Competitors are Marketing
Your competitors are your competition for a reason. Not only do they have similar products and services to your brand, but they probably have similar marketing strategies as well. Watching your competitors and analyzing their marketing is one of the most effective ways to see what kinds of marketing your customers are responding to. This analysis can give you better insight into what kinds of deals your customers like, how often they like to see new limited time offers and promotions, and what form of marketing they best respond to.
It’s important to remember that applying the best practices of your competitor’s marketing to your campaigns is good. Mimicking their campaigns is not. Don’t follow their lead too closely, or your marketing will begin to mirror theirs. And the last thing you want is be seen as is the company that plagiarizes their competitor’s creative ideas.
2) You’re Not Reaching the Right Audience
Targeting your ideal audience is one of the crucial first steps towards marketing success. The only way to uncover your ideal audience is through analyzing them and creating buyer personas based on your results. (We wrote a blog about it here).
So, you should be well aware that if you haven’t created buyer personas yet you are way behind the curve. However, did you know that if you haven’t analyzed your customers deeply enough your buyer personas could be giving you falsified information?
For example, pretend you’re a burger chain. You’ve noticed that most of your customers are middle aged women, who tend to order a burger, French fry, and milkshake combo meal. Therefore, you create a buyer persona named “Sally” and target all of your marketing towards her. However, if you dug a little deeper you would have realized that “Sally” isn’t buying these burgers for herself. She’s buying them for her teenage son.
If you took this analysis into consideration, you would have never created a buyer persona named “Sally” and wasted time and money marketing towards her. You would have created a buyer persona named “David” and known that marketing at a high school sporting event would have been much more effective than around the grocery store on a Sunday afternoon.
To combat this problem, you need to be dedicated to creating your buyer personas. You can’t only analyze one area of your customer’s behavior and call it a day. You need to analyze every aspect of their purchase history and buyer behavior in order to truly be successful. Thankfully, we now have the technological capabilities to gather and analyze this data in a no-fuss way.
3) You Have No Specific Goals
Saying that your goals are to “make money” or “boost profits” are pointless. Everyone wants that. What’s the point of being in business if those aren’t your basic goals?
To market successfully you need to know what your purpose is. You need to know what you’re striving for. You need to create specific goals with specific figures, such as “sell 500 of our limited time sandwiches per location per week” or “boost sales 9% in the first quarter”.
The way to combat this problem is to sit down and actually hash out what your company’s goals are. You also need to discuss if they are obtainable or not. This conversation will likely involve more than just the marketing team, so it’s important to get everyone in the know and on board with the agenda. Once specific goals are set, you can begin to analyze how you can effectively use signage, direct mail campaigns, digital messaging, etc. to help your company reach these goals in a timely and cost-efficient manner.
4) You Don’t Have Vendor Relationships
If you don’t have a relationship with your vendor, they won’t truly understand what you want when you request something. Even worse, if you switch from vendor to vendor for each and every campaign, you are asking for trouble. When switching between vendors, color consistency, timelines, fulfillment services, etc. will most likely never be the same across the board. This can cause a lot of headaches for you and a lot of headaches for your new vendor as well.
Another cause of stress for both vendors and marketers is the timeline of projects. Make sure that you give your vendor ample time to create what you are asking for. You can’t expect a vendor to create a quality 1,000 piece marketing campaign in one day. Also, when you give your vendor enough time to complete the project you are able to step in and correct any mistakes you see, allowing them enough time to fix it and giving yourself some peace of mind in the process.
To solve this problem, it’s best to pick one vendor and stick with them. If you have a relationship with your vendor your whole marketing fulfillment process will run a lot smoother. You should try to establish rapport with this vendor and communicate transparently when it comes to your wants and needs.
When looking for your vendor, you should be on the hunt for vendors who offer an all-in-one marketing fulfillment solution, such as Visualogistix. When a company is able to do it all it takes out a lot of steps for you to worry about. This means you don’t have to worry how your printed pieces are going to be shipped and installed. Instead, you can focus your energy on creating your next great marketing campaign.
5) You Switch Up Your Marketing Too Often or Too Soon
As a marketer, you are probably always excited about your new great idea and your next big campaign. Or you’re preoccupied with the fact that your latest campaign isn’t performing as well as you thought it would. In both of these situations you need to remember that patience is a virtue.
If you switch up your campaigns too often your customers are likely to get confused. Or they may not even see your campaign at all, which completely defeats the point of even funding the campaign in the first place. If you don’t have patience, you are going to waste a lot of money. And your vendor is going to see you as the needy client who is always giving them tight deadlines and requiring something new. Not the best thing for your newfound relationship!
The best way to solve this problem is to sit back, relax, and take a chill pill. Give your campaigns some time to perform. The more time they have to perform the more accurate your analysis will be. The more accurate your analysis is the better insight you have to tweak your campaign the next time around to make it even more successful.
Thanks for reading! Need more marketing help or want to find your marketing fulfillment partner in Visualogistix? Contact us today!