There are many forms of media that can be utilized as tools for an effective marketing campaign. There are billboards, magazines, websites, email campaigns, brochures, direct mail pieces, posters, television ads, newspapers, radio spots, promotional items such as your company slogan on a coffee mug, and lastly, social media sites like Twitter. We will refer to these tools as forms of media. All of them can be effective when used properly. Over time the tools in our toolbox may change, but the laws of marketing do not and must be applied to every tool in our marketer’s tool belt. When a new tool appears it does not change the laws of marketing, it just changes how we reach the customer. It is merely a channel.
Here is a quick breakdown of the 4 laws of marketing that are used without such tools as Twitter and other forms of social media:
- Locate Your Customer – First we must create a profile of the ideal customer. We need to determine such things as their age, race, gender, yearly income, location, and educational level to name a few. We also need to know how and where they spend their time. Whether it’s when they are online, at work, or in a store. The data that we are gathering at this stage is commonly known as demographics.
- Create Your Campaign – Once we know who our customer is, then we must reach them with the best tool or tools in our tool belt. For example, if you know that women who go to a certain mall purchase high end purses, then a billboard closely located to the mall featuring your high end purse would be the proper tool to use to help influence the desired purchase, even if you sold solely through an 800 number, and did not have a store in the mall.
- Track the Campaign – You need to know what your sales numbers are before and after the campaign in order to measure the results effectively. It’s obvious that if net profits increased then the campaign was a success, and if they went down, we need to analyze the campaign to determine why. Once the campaign was run, we then must make adjustments to the campaign even if we had a net profit. With just a few little tweeks, we may be able to make more money from an already successful campaign.
- Survey Your Customers – Poll your customers to find out where they saw your ads. Continue to put the most marketing dollars into the highest performing ads while closely monitoring the lesser performing ads. Don’t cancel the weaker ads immediately. Be sure to give them a little time before you declare them a success or failure.