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Ensure the sexy stuff in your marketing campaign doesn't flop
Deciding the best way to allocate a marketing budget is a highly complicated task, especially as marketing strategies become more diverse in their application. With the rise of new marketing avenues like social media, search engine marketing and mobile marketing all vying for a slice of the pie it is even more important to get it right.
Regardless of how you package your message or which methods you use to promote it, one thing remains critical: you must clearly identify your target market and do all you can to really understand them. ‘Guestimation’, relying on anecdotes or a ‘this is how our market thought five years ago’ attitude is unlikely to give you real insight. People’s attitudes change. Their buying habits change. And as new products and brands enter the market and new technologies create new ways of purchasing, people’s expectations change.
Understanding these changes is vital to gaining a competitive edge, and you won’t get there without good research and proper evaluation. They might be a bit boring but the sexy stuff in your marketing campaign simply won’t deliver on its potential if you don’t do this part well.
For any new marketing campaign or business strategy to cut through the competition, it must be based on recent and quality information about what your customers want, how they prefer to buy and what they consider a fair price. There are many tools available to help the researcher gather information and make sense of it. You don’t have to carry out scientific polling or herd a hundred focus groups together either. Sometimes good research simply involves asking a few questions to a few key groups, evaluating your own strengths and weaknesses to unearth any untapped goldmines or hidden landmines, and paying attention to what your competitors are doing.
Research can provide you with anything from a detailed analysis to a broad overview, depending on what you need and what your budget allows. It might not tell you how many degrees North you should travel, but it will help you know whether North is the right direction to start with. And that is worth a lot, and it needn’t cost you the earth.
The marketing strategy team at Adams Creative can create a bespoke research plan to help discover the information you most need, and within your budget. Contact us today to find out more.
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