DISCLAIMER: What you're about to read is very difficult to digest for most decision-makers in the business community. It contains strong language and is not suitable for decision-makers who create marketing strategies that tickle their fancy a whole lot more than their respective customers. Some of the names have been changed in the case studies so as to not create even more public humiliation for them than does their so-called "creative campaigns." Take aspirin for headaches, Midol for cramps. Good luck.Before we get started, let's be clear about what marketing is supposed to do. It is intended to increase revenue. Period. End of story. If you're not getting a return on your investment for your marketing dollar, you're doing it wrong and spending more than you should be spending. In the most simplest of terms, if you spend $1 on marketing and you see a return on your investment of $1.01, it worked. If you spend $1 on marketing and you get less than that in return, it was money wasted.
Now that we've gotten that out of the way and have thinned the proverbial herd, those of you who remain for this dialog are serious about marketing. More than likely, you've been burned in the past or are looking for a sales-oriented way to craft your marketing plan. Allure Networks thanks you for staying with us. Let's take a look at a couple of case studies, shall we?
Case #1: Professional Nothingness
The company branded itself as "marketing experts," established a social media presence first, then went about using a boiler plate format for their web presence replete with spelling and grammar errors. A casual glance at the clientele of said "marketing experts" indicated that it the company had merely been marketing to, not for, friends and close family members. But to see their press releases (none of which, by the way, received real media attention), one would think that they themselves were responsible for the invention of the movable type press.
Lesson: Buyer beware. If the marketing company spells "beware" incorrectly, it would benefit you to actually beware.
Case #2: Money Can't Buy You Love From Your Neighbor
It was a local ballot initiative, hotly contended wherein it represented the classic "David versus Goliath" story. A group of developers had purchased land adjacent to a local park, and had plans for retail development. Mind you, the development would be aesthetically pleasing, be consistent with the the architectural design of many surrounding buildings and shopping centers in the area. The developers had spent tens of thousands of dollars in print materials and had considered even running television commercials to communicate their intentions to the property owners and lovers of the park. The opposition was under-funded, but brilliant with their tactic. They posted hand-made yard signs throughout the area that simply said, "Save Our Park." It began to catch on and before long, the developers were getting their rear-ends handed to them in the polls. The problem was that the premise of the opposition was lying. They were wrong in claiming that the development would, in any way, encroach upon the park. Oddly, the developers and their army of exceptionally expensive marketing consultants had missed that fact - until one of the Allure Networks founders got involved.
Sitting at the table, there were talks of more television, tens of thousands of dollars to be spent...but it was unnecessary. You see, people abhor being lied to. We suggested a run of radio commercials, targeting the primary voting demographic (soccer moms) with the voice over of a little girl saying, "My mommy told me that people who lie should have their mouths washed out with soap. The people who are saying that our park would be destroyed are lying. They need their mouths washed out with soap." It saved the day.
Lesson: Marketing consultants get a percentage of media placed with them to the tune of 10-15%. Of course spending lots of money in various forms of media is at the tip of their forked tongues because they get a cut of it. Money isn't everything - an effective marketing campaign needs to contain the truth, targeted demographic and a good sales pitch. Anyone who tells you differently should have their mouths washed out with soap.
Allure Network's Marketing Trifecta
1. Quality Product/Service. Not every person who mows a lawn is a landscaper, neither is every person in possession of a copy of Microsoft Paint a graphic designer. Ask yourself whether or not your product or service accomplishes what you claim it will.
2. Sales-Oriented Message. The message your business communicates should have meaning and that meaning should result in sales. In other words, without a call to action that includes fear of loss, inherent gain or satisfies a need or desire, the message is useless.
3. Sales-Oriented Marketing. All of your marketing efforts must be cohesive, with an underlying foundation of sales generation. Your business cards, your banners, your mailers, your radio, your television, and yes, even your social networking should be designed to increase sales. The strategy of your marketing should be to get new clients or to encourage clients to spend more money with you because your product or service meets a need.
For those of you who braved the strong language and stuck with us, thank you. When you're ready to do some aggressive marketing that generates more revenue for your business, do the smart thing: Contact Allure Networks. firstname.lastname@example.org