I’ve built a career on getting attention. Some of my past antics make me want to bury my head. Others (still) make me gesture in triumph. For much of this behavior, there was no rhyme or reason. Instinct, maybe. Something in the blood. Most days, I got what I wanted: a name for myself.
Lucky for BEM clients, I’m using that same zest for attention to get their names known – or, more precisely, the names of their companies, products and services. This doesn’t happen on accident or purely by instinct, however. It happens because there’s a plan.
At BEM, we know strategic marketing is crucial to paving the way for long-term exposure. It’s the map that steers your brand to the appropriate target market, and as a result, moves the needle towards greater sales generation.
Without a plan, the path to success practically becomes invisible. Worse yet, your brand is without purpose. Products and services are left hobbling on their own, blindly navigating an already crowded marketplace.
Therefore, we urge you to chart a brand course before setting out on a whim. When building your marketing plan, consider these areas:
Budget. Creating and sustaining any effective marketing or advertising plan takes money. There, I said it. It takes money to build and implement the parts that move your marketing campaign to get customers to engage, invest and return. That said, your plan needn’t be grandiose; it just has to be sustainable such that you achieve some degree of brand awareness and market penetration.
Message. Many businesses with great products go off the rails here. Yes, your product looks good, but what does it say? Every product or service has a deeper story. What inspired its creation? How did it come to be? What’s its purpose and how will it benefit customers? Be sure you know your marketing message and stick to it across all media platforms.
Delivery and Distribution. If your product or service caters to urban sophisticates who listen to public radio, then you probably have no business advertising it on a niche TV channel that airs old Westerns. Figuratively speaking, go where your customers go. Think about how they consume information, their buying habits and where best they can learn about you. Get into their heads and you’ll have no trouble getting into their wallets.
A sound marketing plan not only ensures your product or service necessary attention but also proper direction. When building your plan, think hard about who your customers are, how your product or service will enhance their lives, and where they’re most likely to welcome this information.