Being in marketing, I am constantly thinking about how to effectively get a message across to a particular audience. I go through the process of looking at client budget, goals and objectives, determining a USP (unique selling point) and make a plan that involves media, timing and words that make sense. However, what I always try to do is put myself in the mind of the consumer. I know it has been said before, but you truly have to do your research and put yourself in their shoes. Let me explain.
Have you ever had a client that sells products or services that you just aren’t familiar with (i.e. pet store, or skin specialist) and you have no idea where to begin, or what kind of tools will effectively reach this target? Don’t worry, just do your research!
1) Literally, do research on the company: this can lay ground work for you to determine unique selling features and the overall look, feel and language the brand uses that you should integrate into your campaign. I recommend doing this even if a creative brief has been outlined for you, there’s no harm in tying it all together.
2) Be involved with internal and client meetings: Once you understand the business, don’t be afraid to ask questions and be involved. Find out the ins and outs so to speak, i.e budget, any issues the company/brand is having (awareness, sales), etc. This is the time to piece together what you know and what you need to know.
3) Craft a plan that works with the goals and objectives and ties in words or phrases the company uses often. By doing this, you’re not only helping to improve overall campaign integration, but it shows the client you know what you are talking about and are listening to their present concerns. This could mean launching a search campaign, or banner ads to target interested customers. Or, maybe your target looks after the house and is more likely to watch tv so a 30 second tv spot will work the best. I always say integration is important as is creating a plan that makes sense. If your target are those that shop online and are tech savvy, maybe newspaper or in store advertising just won’t make sense.
4) Remember how you think and talk may be different to how the client perceives themselves. Be sure you are on the same page. For example, B2B (business to business) will have a different look and feel then B2C campaigns (business to consumer). We are targeting an entirely different demographic (in some cases), therefore the language will be different. Put yourself in their shoes. Own the business.
5) Test and analyze. If a client has a business issue, present them with a few ideas to test and analyze your findings (this works really well with online/social media advertising). A clear picture will be outlined for the business owner, client, or company as to what is working and what is not. This can ultimately lead to more business, increase awareness, or otherwise determine what needs to be tweaked on either end.
6) Finally, be understanding and work with the client. Communication and relationship building are key for ongoing campaign management and success.