I learned something a long time ago in this quirky business of marketing and advertising. The common denominator if you will, between a successful campaign and one that performs poorly, and that is this: ‘The message only resonates with the audience, if the audience resonates with the message.’ HUH?
Exactly my point! No matter how well thought out your marketing message is, and no matter how strong the offer, it only ‘works’, if the audience wants it, needs it, and is ready to receive that message. No matter how great you think your product, service or solution is, it might not be right for the large majority of the audience you’re targeting it to.
We’ve seen it over and over, a company who just ‘can’t understand why their marketing/advertising efforts are ‘not working’. To complicate matters instead of gathering more consumer information (asking their customers and prospects what they really want), they continue to lock themselves in board rooms and come up with the next great idea.
So, to answer the question whether you need a brand refresh, or a complete marketing makeover would depend on how well you’re engaged with your customers, and how well you understand the needs and wants they want you to service.
If you are not gathering any feedback, no email marketing, no social media, very little in terms of customer service surveys or focus groups, it may be time to start over. Scary thought I know, but what if I could show you the future, and you’re only a few steps from going over the cliff? Although starting over will be tough, at least you will set a foundation for a much brighter future.
If you can answer these questions, you’re in pretty good shape, if not read on!
1. Do you have a simple, emotional brand story that can cut through the clutter?
2. Is it still relevant today?
3. Is it the same story customers tell?
4. Can your employees tell it?
5. Does your experience stand out?
6. Do you know what aspects of the experience drive your brand?
7. Does your experience have a unique branded personality?
8. Are you managing the full customer experience across organizational boundaries?
If you are getting feedback, and understand where you’re missing the mark, a simple brand refresh may be in order. Just a few tweaks to get you back in good standing with your core or ‘heavy users’. If not, and you’re just going from pushing one message to pushing another in hopes one will ‘stick’ – it may be time to ‘pivot’ to persevere, and that is a much better approach then moving forward blindly.
The key is to constantly be measuring these results and tying it all back in to the feedback you receive. One of the biggest benefits of social media is the instant response you can gather and act upon, the latter being the key here.
Whether you need a complete makeover or a refresh, we will help you navigate those waters and guide you through the process based on the strategies and tactics we’ve developed over the last 30 years in business. Whatever you do, don’t go it alone! That may be the very reason you’re in this situation now, and repeating the same actions, will deliver the same results.
Please call or email us to schedule a free consultation. We will ask the tough questions, and work with you to develop a campaign that will get your brand back to the forefront where it needs to be.