Essential Ingredient 1: Excitement
Don’t be a me-too advertiser/marketer. Find a way to get your target audience members to notice your campaign and climb aboard. Your marketing/advertising must cause them to RESPOND by buying, calling, signing up, or whatever it is you need them to do. And that requires an offer of value to your target audience, not just a piece where you “we” on them (e.g., we have 12,000 sq. ft. of storage space, we have 76 trucks covering 24 states, etc. What about the people you’re talking to? What do THEY NEED that you can provide?).
Essential Ingredient 2: News
Ask yourself whether your ad/marketing campaign creates news. Does it get talked about on social media? Does it make the TV news? Not all campaigns will. Let’s face it. There are a lot of parity products and services out there. But if there is some way you can present your product or service in a quirky, newsworthy way (for instance, having your company president move his desk to a billboard beside a well-traveled urban highway), then do it. That’s assuming you have the budget and the confidence of your CFO (you) to do such a thing. But in any case, you can at least spring for good-looking, attention-getting direct mail pieces, brochures, collateral pieces and Web pages focused on the “news” that you provide exactly what the recipients are looking for.
If you can promote via social media, stick to the newsworthy aspects of your offering and devote time and effort to keeping up your efforts on Facebook, Twitter, and other Web platforms.
Essential Ingredient 3: Call to action
A piece I wrote recently for a building maintenance company focused on building managers’ shrinking cleaning budgets, and how my client could get them more cleaning for less. The client has a unique estimating device that can do as many “what if” scenarios as a building manager needs to explore, and fit the cleaning plan to a set budget. So the call to action is “Call XYZ Company now. We’re the only one with an electronic estimating system to help you get the most cleaning for your budget. And you’ll get our 100% Satisfaction Guarantee. That means you must be satisfied with the job we do, or you don’t pay.” And that’s good news!
Do you think there are more essential ingredients to a successful ad/marketing campaign? Add a comment.