What's That You Said?

By Ed Drozda, MBA

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Driving down the road one hot, steamy summer day I came across this sign:
HEAT KILLS! LEAVE YOUR' CAR, TAKE YOUR' PET

My first thought; I can't believe they're suggesting I leave my car at home and ride my dog to work! I realize it was a warning to pet owners that excessive heat kills pets. It makes perfect sense, but I hope I'm not the only one who needed a moment to realize what the message meant. We are bombarded by messages; I've heard as many as 30,000 per day/person. Imagine that! So much information, so little time. What matters and what doesn't? And what does it all mean?

Now imagine you are the message provider? You're paying to tell, sell, explain or provide something. With all the competition out there for our attention, how will you ever reach your intended audience? The topic of Marketing has filled enough volumes to circle the globe repeatedly. With all the how to advice out there it's a wonder that anyone really knows what to do. One thing for sure- as technology grows, the task of garnering attention from an already over-stimulated audience will only grow more difficult.

Before attempting to create a marketing campaign there are a few fundamentals to account for. The task may be daunting, but taking the time to sort through these items can make the difference between success and failure, sales and frustration. I tried to come up with a catchy abbreviation but in the interest of keeping it simple, IAVC will have to do. For reasons that will be fairly obvious, the steps are best completed in the order shown.

Intention-
An effective marketing campaign begins with a clear picture of what you are trying to accomplish. Are you trying to sell something, to gain attention, to create expectations for some future occurrence or for some other purpose?
You must first be clear about what you are trying to do. If your intentions are not clear, how can you expect to accomplish something?

Audience-
You know what your intentions are but who are you trying to reach? Who wants or needs what you are offering? For some of you it's a particular group or groups of people and for some the general population will suffice.
While it's true that your odds of reaching your market are better when you have a bigger pool to choose from, you are best served when your efforts are directed at the right folks. The scatter approach (e.g. mass mailings) will increase your exposure; however it's effectiveness is questionable. The laser approach (e.g. targeted delivery of information) will help you to focus your time and marketing budget where it is likely to do the most good. In any event, knowing who your audience is, is essential to devising an effective and cost-effective marketing campaign.

Venue-
You know what you are trying to accomplish and you know who you are trying to reach. You also know that your target market has preferred means of communication. For some it is social media (e.g., twitter, Facebook); others prefer e-mail, snail-mail, face to face contact or telephone. If your target market is broad, a multi-dimensional approach is best. If your target market is defined by some demographic means, knowing their preferred means of contact will vastly improve the impact of your marketing effort. But keep in mind, regardless of your markets preferences, you must be prepared to acknowledge individual preferences as they arise.

Content-
Ultimately the success of your marketing campaign depends on the content, the message that you deliver. Your message is rooted in your intentions; establishing clear intentions will permit you to create a substative message. Such a message will ensure that the recipient "gets" what you are saying. Knowing your audience will enable you to tweak the message so that it will resonate most effectively with them. Tailoring the content to suit the venue will ensure recognition and visibility.

I'll leave the technical details to the experts and I admit there is still a lot of work to do. With these fundamentals accounted for, you are better equipped to create a successful marketing campaign. Your message is vital- make sure your intended audience hears it LOUD and CLEAR.