Bonitamedia’s Weblog

Creating a lasting impression for small business

Measuring the Effectiveness of your Marketing Campaign

The following analogy is courtesy of Darrell Brown, a good friend of mine in the financial planning world. 

measuring-cupImagine if you will, you’re trying to impress someone important, like say, your future in-laws, or a boss, or a new love-interest.  You invite them to dinner.  This one dinner is going to shape your life for the foreseable future.  There’s only one problem:  You Can’t Cook!

So you call up your mother and ask for help.  She gives you a shopping list and says “Don’t worry son, this is easy”.  On that list you have: chicken, tomatoes, cheese, coffee, salt, chocolate, flour, cherries, capers, lettuce, asparagus, cumin, rice, ham, onions and more.  Each element plays an important part in making the meal work.  What’s really amazing, is you can adjust the recipe one way or the other slightly – and really modify the taste, creating different, unique results.  But remember, you can’t screw this up – there is a lot riding on this meal.  So you start putting all the ingredients together – all of them – into the same pot and throw it into the oven.  You check on it after an hour or so and start to wonder where the chicken kiev, salad, chocolate cake, coffee and rice are.  You only have a pot of slop that you would have a hard time feeding the local stray dog!  It’s at this point you realize there is some art to cooking and there’s some science to cooking. 

Your marketing campaign is very similar in so many ways. First: Who you call for help.  Calling a friend that owns a succesful business is ok, but following what they do may or may not work for you.  Chances are, some tweaking, if not totally different ingredients are needed (a music store has a totally different clientelle than Medicare suppliment insurance agent).  You will get a good starting point (at best).  Second:  Choosing the ingredients.  Just because your friend gets calls from the Yellow Pages, doesn’t mean you will.  It doesn’t mean it’s cost-effective.  It’s tough to prepare a gourmet meal with Ramen Noodles and Busch’s Baked Beans.  Many ingredients are required – in just the right proportion. Third:  Mixing the ingredients.  One size does not fit all, and one strategy does not fit all.  Sure, you can look at the science behind marketing, analyze all the data and create a plan.  Or you can rely on the art, or “feel” of a campaign, drawing on your personal experiences.  Neither of these works well without the other.  The science gives us an idea how things work.  The art is fine-tuning – adding more in one media and taking from another, or perhaps venturing into new, uncharted media.  Fourth:  Timing.  Just as a cake needs ample time to cook, you can’t expect a marketing campaign to work if you don’t give it the time needed.

In the end, the effectiveness of your campaign will be judged on the number of new clients and the cost to acquire them.  What you need to know is, there are many ingredients that can not be tasted, smelled or seen.  Without them, your meal is a disaster.  You see the cake, but not the baking powder.  Same with marketing.  Just because one piece of the campaign doesn’t generate direct traffic, does not mean it isn’t working.  In fact, it may be the most integral part – the unsung hero!

If you are not a chef and you need to impress, go to Roy’s.  If you want your marketing plan to work, hire a professional that understands science and art.  Hire a visionary!

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January 17, 2009 - Posted by | Business tips, Marketing in SWFL | , , , , , , , , , , ,

19 Comments »

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    Comment by Ben Waugh | January 17, 2009

  2. Thank you Ben!

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  3. There is a large amount of effort that has to go into planning in order to have effective marketing. Look at your successful competitors and use their business model they spend money developing.

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  4. Greed that there is a ton of time needed, but – at least locally – doing what the competition does usually results in poor marketing performance. Many times by doing the same thing as your competitor, the marketing dollars you spend only enhance the competition due to consumer confusion. I am a huge fan of mobile and out-of-home as I have found them to be very effective at getting the message across and creating excitement for the client…

    Comment by bonitamedia | January 26, 2009

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