13 ingredients to spice up your marketing

1. Information

In marketing, data and analytics has four major functions:

1. Assessing your existing customers, based on attrition and profitability to drive better strategies.

2. Helping describe and profile your targets for effective engagement.

3. Improving your future campaigns, offers and products by knowing who’s responding and who isn’t, who’s buying what and who isn’t buying at all.

4. Measuring success by knowing if returns are justifying the investment you are making.

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To find out more about how to use information wisely, download the free White Paper, Data Functionality in Marketing

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“Knowing something about your customer is as important as knowing everything about your product.”

Harvey Mackay

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2. Sensitivity

Successful sales people know a lot about their customers, and they use this information with sensitivity and discretion.

It’s easy to think that marketing is all about information. It’s not!

Data alone does not guarantee appetising results. How you use it does.

Like the best chefs, skilled marketers are sensitive to those they serve. They are careful in what they say and how they say it.

Use information for more than just closing sales. Be helpful. Build relationships. Exercise discretion in how often you contact customers. Honesty and sensitivity will win people’s trust, and keep them coming back for more.

We invite you to read the article, What are the Consequences of Bad Marketing? published by Target Marketing. It provides some helpful advice on the importance of employing sensitivity in marketing. Enjoy!

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“Pockets are the most sensitive parts of human beings. We must touch their hearts and minds first.”

Lula Da Silva

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3. Creativity

Information & sensitivity are not enough, you also need imagination.

Marketing success requires capturing your target audience’s attention, telling them what they want to hear and how they want to hear it. It’s about making your product or service more appetising and enhancing the perceived value of your offer.

The richest seams of creativity are mined by teams that actively consider messaging, design, channel choices and incentives, triggering intriguing, powerful and successful ideas.

Need creative inspiration? Watch this inspiring video, and see how using your imagination creatively can help your business become more profitable.

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“Creativity is seeing what others see and thinking what no one else has ever thought.”

Albert Einstein

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4. Focus

The main focus of a marketing campaign is the customer.

Be informative, helpful and entertaining to your customers. Tell them what they want to hear which might not always be the same as what you want to tell them! Remember it’s about them not you.

Being helpful requires information. You need to be profiling your customers based on what you need to know from them.

To find out more about how to profile your customers for an informative and helpful engagement, download the free White Paper, Target Profiling.

When you are helpful, entertaining and impress your customers, they’ll become part of your marketing campaign by telling others about you.

Here's a link to a video, on how to impress a wide range of customers.

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“We see our customers as invited guests to a party, and we are the hosts. It’s our job, every day, to make each aspect of the customer experience a little bit better.”

Jeff Bezos, Amazon CEO

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5. Persistence

Make sure that every interaction you make with a customer has a perceived benefit to them.

Successful persistence includes:

• Being educational, entertaining and helpful.

• Practicing good timing.

• An intelligent, consistent approach.

• Using diverse and appropriate media channels.

You must educate your customers about the value of doing business with you. Don’t try to squeeze your whole pitch into your first contact. Timing is critical. Work at finding the best times to contact your customer, and do it regularly. This will increase your chances of achieving a sale.

Your message and design must be consistent across all correspondence to a customer. Make sure that you clearly communicate what your customers want to hear.

Persistence is about never giving up. Use the appropriate media channels based on who you are communicating with and what you need to say.

Please find attached the short article How to be persistent without being annoying, which includes tips and ideas on how to calculate the optimum number of impacts for a given campaign.

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“Success is almost totally dependent upon drive and persistence. The extra energy required to make another effort or try another approach is the secret of winning.”

Dennis Waitley

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6. Incentives

Make sure that every interaction you make with a customer has a perceived benefit to them.

Incentives help you to move a sale cycle forward. They can also help you discover information about your customers that can help you classify them into the right profiles to increase your chances of being more relevant and helpful in the future.

Different people have different appetites. Knowing what they are means you can offer appropriate incentives, driving higher responses.

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“People don’t buy for logical reasons. They buy for emotional reasons.”

Zig Ziglar

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7. Testimonials

Positive reviews will have things looking up for your company. The voice of the customer is a powerful enticement!

Your target is more likely to believe one of your customers than you. The voice of the customer is especially important to improving perception of your business. Prospects pay attention when actual customers give you the ‘thumbs up’.

Include credible testimonials in a sensitive way in your marketing materials, taking the time to consider the ones that best suit your targets’ profiles as well as your requirements. And make sure they’re brief and easy to read.

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“A satisfied customer is the best strategy of all.”

Michael LeBouef

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8. Effortless

Positive reviews will have things looking up for your company. The voice of the customer is a powerful enticement!

There are 5 objectives in a successful marketing campaign

• Identify your target

• Capture their attention

• Be relevant

• Make it easy for them to buy

• Track and analyse

All are critical to achieve your sales goals. If you miss one your campaign will suffer. If you don’t make it easy for your customers to buy, they will go somewhere else! Your competitors are only a click away:

• Use the right incentives.

• Make it easy to get to your products.

• Make the purchasing process clear and fast.

Purchasing is often driven by emotional impulse, make sure that you’re available when people are ready to buy!

Please find attached a short article packed with ideas on how to make it easier for your customers to buy from you.

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“Make your product easier to buy than your competitors’, or you will find your customers buying from them, not you.”

Mark Cuban

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9. Channels

There are so many ways that you can reach your customers. But how do you choose the right ones?

There are 5 objectives in a successful marketing campaign

You need media channels to communicate with your customers. But there is no ‘one best channel’.

Each marketing opportunity is unique. You must make informed choices on which channel to use, based on who you are targeting, what you need to say and when and how you are going to say it.

And to achieve this, it is essential that you understand the strengths and weaknesses of the bewildering number of media channels available.

Please find attached a helpful article outlining a range of media channel possibilities and how to use them to successfully deliver your messages to your customers.

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“Word of mouth is the best medium of all.”

Bill Bernbach, founder of DDB

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10. Money

Marketing budgets used to be calculated like this:

Total Budget ÷ Number of Prospects = £ per Prospect

However, it is important to realise that the quality of contacts is the most important consideration, and so a far better formula is:

Total Budget ÷ Amount required to invest per Prospect = Number of Prospects to contact

The discerning marketer will eventually eat the competition’s lunch. It’s always better to make an impression with a few than to be ignored by many.

To learn more about how to invest your marketing budget wisely check out this article.

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“We are going to spend a lot on marketing, because we think the product sells itself.”

Jim Allchin

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11. Courage

The future belongs to those with a taste for being bold! Courage is critical!

There may be times when your marketing activities aren’t going as well as you hoped, with results not as good as expected. Maintaining confidence and enthusiasm during these times is critical and is one of the essential ingredients of marketing success.

Failure isn’t the main issue in marketing ‘not working’. Loss of enthusiasm is. It stalls progress, and prevents marketers from thriving. In fact, failure can be a contributor to success as long as enthusiasm remains in the marketing team.

Courage and enthusiasm are two critical marketing ingredients that will help you succeed. Keep working hard at your marketing and great results will eventually follow!

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“Success is the ability to go from failure to failure without losing enthusiasm.”

Winston Churchill

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12. Tracking

Track and analyse everything you do, get a flavour for what works. Invest in the things that work and fix the things that don’t!

It is critical to know what, when, how and why you track and analyse. You need to know…

Is the return bigger than the investment? (Although not every campaign produces an immediate positive return on investment).

What is the cost of acquiring a new customer? Divide investment by number of new customers.

How can I improve future campaigns? Track who responded to what and who didn’t. Who bought what and who didn’t? This information will help improve future campaigns.

If you have multiple campaign ideas, run them by some experts. And remember that the experts are not you but your customers. Ask them!

Please find attached a helpful article outlining a range of proven tracking and analysis tips.

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“I know that half the money I invest in advertising is wasted, but I don’t know which half.”

John Wanamaker

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13. Partners

Seasoned relationships produce satisfying results. Partnerships are essential for a healthy, growing business.

As marketers we can’t be great at everything. We require resources beyond our skills and experience. That’s why partnerships are so valuable. They can lead to greater marketing effectiveness and to more and better sales.

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“Unity is strength. When there is teamwork and collaboration, wonderful things can be achieved.”

Mattie J.T. Stepanek

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We hope that you have found these ingredients helpful and informative. Please contact us for help with your direct marketing and cross media needs.

We can also help integrating your sales and marketing channels and automating your processes via our online tools. For more information on how we can help you increase your return on marketing investment browse the rest of this site.

X1 is interested in becoming one of your partners. We believe our assets will complement your skill sets, contributing to your marketing and sales productivity. We hope to speak to you soon!