You Have Marketing | Sleep Well
Investment Returned?
The chatter about return on investment never subsides.
If you spend money it's your right to measure the wisdom of your purchase and how it may have helped your business.
But Is It That Simple?
Stan buys an outdoor campaign in five cities for twelve weeks and sees a 9% increase in sales on the East Coast. Sounds great. The boss will love it. So is the campaign the cause of the increase? Not even Stan can be sure.
Share Points and Average Quarter Hours
Kayla has always used some of her marketing budget to place advertising on alternative rock radio stations. Since her target is Males 18-34, that makes sense but she has seen a decrease in revenue for the last five quarters. She is concerned that radio isn’t as affective anymore.
Her lean toward increasing her social media activity is justified. But the radio spend is worth a much closer look – not because of the medium – but because it may not be the reason for the decreased revenue.
Blanket and Hope
Keith is convinced that direct mail will work. He has seen the stats. He knows that less than 1% of people who receive the piece will actually spend more than a second to review it. He has decided to simply mail his menu to everyone in his town of 34,000 people. He will do four mailings per year.
Keith’s pizza joint is humming. He and his staff can barely keep up with the demand. The campaign is working like a charm. Or is it?
Social Media Saves The Day?
Lloyd started his Facebook group almost a year ago. He asked every friend to join and asked each of them to ask each of their friends to join. There are now 8,714 members from all over the world. The numbers keep building but Lloyd doesn’t know what to do next.
Marketing is not simply advertising. What you did last year is not a solution. Your company is not a campaign.
Radio, social media, print, outdoor and digital can all be viable options for you. But simply picking one isn't enough to ensure a good night's sleep.
What says you?
@knealemann
Helping you create your best business,
marketing and social media strategy.
image credit: firstpeople.us
Kneale, I love that you don't diss "traditional" media in favor of social media-only. I agree with you that there are many choices but we must know why we choose certain channels. Not to mention how we use them and the creative done for each effort.
Another great post, thanks!
Marty said... October 14, 2009 1:24 AM
Love the post, will be printing copies for my sales team. thanks!
Jack said... October 14, 2009 1:24 AM
RT @knealemann: New Post: Does your #marketing let you sleep well at night? http://bit.ly/UHFbW ~Good examples, good questions.
Ellen said... October 14, 2009 7:58 AM
Love this!!! RT @knealemann: New Post: Does your #marketing let you sleep well at night? http://bit.ly/UHFbW
Kathryn said... October 14, 2009 7:58 AM
you advertise. sales increase. job well done? the lies we tell ourselves: http://bit.ly/3phAOc via @knealemann (i've thought the same)
Greg Verdino said... October 14, 2009 8:01 AM
These are great examples and great questions. It seems like the best strategy is to have a tool box filled with traditional and new media choices, then customize the plan for each opportunity. You have a great lightbulb photo on your Twitter page - the concept reminds me of my favorite electrician. He has a great truck filled with all sorts of tools and gadgets and parts, so he's always ready, whether he is just changing a light bulb or wiring an entire house.
Thanks, as always, for making us think!
Ellen said... October 14, 2009 8:04 AM
RT @knealemann New Post: Does your #marketing let you sleep well at night? http://bit.ly/UHFbW
Keith Burtis said... October 14, 2009 8:32 AM
You advertise. sales increase. job well done? the lies we tell ourselves: http://bit.ly/3phAOc via @knealemann (via @gregverdino)
Blake said... October 14, 2009 12:01 PM
ditto RT @gregverdino: advertising results: the lies we tell ourselves: http://bit.ly/3phAOc via @knealemann (i've thought the same)
Tom said... October 14, 2009 12:01 PM
RT @TomMartin: @gregverdino: advertising results: the lies we tell ourselves: http://bit.ly/3phAOc via @knealemann (i've thought the same)
Brian said... October 14, 2009 12:02 PM
Marty, agree on all counts. You can buy every piece of media available and spend millions to get "exposure" but if the message is wrong, it won't help - in fact, it may hurt - your effort.
Kneale Mann said... October 20, 2009 7:12 AM
Thanks Jack, that's aweseome! km
Kneale Mann said... October 20, 2009 7:12 AM
Thanks for the RT, Ellen. km
Kneale Mann said... October 20, 2009 7:12 AM
Glad you enjoyed it, Kathyrn.
Kneale Mann said... October 20, 2009 7:12 AM
Hey Greg,
I have always admired your work and the work at Crayon so this means a lot. And yes, it's something I've been thinking about and saying to clients for years!
Kneale Mann said... October 20, 2009 7:13 AM
Ellen, think of me as your business, marketing and social media electrician.
Kneale Mann said... October 20, 2009 7:14 AM
Thanks for the RT, Blake
Kneale Mann said... October 20, 2009 7:14 AM
That's the big question, Keith and I think I know your answer!
Kneale Mann said... October 20, 2009 7:14 AM
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