Using ’90s Techniques in your Marketing Campaigns
Back in the early ’90s I was doing some marketing for small companies. I’ve always kept some of the notes I took during that time and over the years I’ve noticed that other than technology changes that marketing preparation and targeting techniques haven’t really changed that much. So here goes with a few things from back then that might help in crafting your marketing campaign. I’m not going to get too much into how to do each of these. The hope is that you’ll just run with them and see where it leads your organization.
Locate the right people, companies and media streams where you want to pitch your products and services. Consider industry specific trade and publicly available directories and periodicals. Don’t forget the trade shows, symposiums and other conferences, their speakers, their topics and promotional materials. Examine both print and digital resources ….you never know who uses which resources.
Obtain media kits from a variety of companies and media/trade sources you think might help you to develop your media kits and marketing campaigns. Why? You’re looking for ideas. Most contacts don’t ask why you need them, but those who do….just tell them you were tasked with obtaining them and that you are in need of learning the industry through them. Remember it’s all new to you and you’re always in a learning mode. Media kits teach you about targets and how to pitch up the storm to cause the raining you need toward your organization who has the solutions your targets need and want to get through their own rain storm.
Find or create the tracking, progress, flow, schedule, reaction, response process and software so you can keep an effective handle on your short and long term focus and touch points. Include the destruction, the good points and bad, the great suggestions that failed and the mediocre ones that won more than you could have possibly imagined. You’ll need all that for reference each time you start a new campaign. In fact, build a library with a search engine or categorize a shelving by marketing pluses and minuses rather than by project. Don’t be too surprised when you find one method works well on several different industry campaigns.
Keep track of all that leads to improvement in clarity, positioning and flavors of reception behaviors as according to timing through a year that you can apply to your campaigns in the future. Identify the factors that carve out time frames when your campaign is mostly likely to make the most effective strike into a target area that you can push on the most. You’re looking for local, regional, national and international strike zones to capture into your campaign.
I can’t emphasize enough to locate those media channel analysis tools to evaluate what part of media options are best to move your campaign through to the results you seek. Before the Internet came along I used those tools and data provided for print media resources created by BPA Worldwide to craft targets and time frames. Today with social media out there as a primary resource there are newer tools. Don’t skimp, but rather work with those analysis tool companies to help craft your campaigns and keep tweaking them as needed to best serve the areas where you want to make an effective impact. And don’t forget to consider the crafting of mailing lists and the use of direct mail services. You’ll want to hit your targets at just before that time comes up for them to make their decisions. You’re not looking to remind them what to do. You’re initiating what they need most….your help in their busy schedule. You’re seeking to take advantage of their most vulnerable moment as if it was their idea all along to converse with you when they are ready to do so.
Get and stay prepared to act on a moment’s notice. Know our market, your industry, the players, their targets and every close splinter because all that information will feed into the decision making of your targets. Get close to who feeds them and have a clear understanding of what drives them so you can craft the attacks you want to make at the right time. Identify who benefits and where you fit into those benefits. You’re looking to be part of the stream as if you are expected to be found there by your targets.
Hope that helps you to craft your marketing campaigns.