Tag Archives: marketing advice

Meaningful marketing – right message, right person, right time

It was back in 2009 (blimey almost 7 years ago now) when I blogged about right person, right message and right time.

The post largely focused on direct mail – and the fact that many of our clients were challenged by the fact that they were getting low response rates to their one hit wonder marketing attempts.

Of course, in the past 7 years – everything has changed and yet nothing has changed.  The sentiment in the blog post I wrote almost 7 years ago remains the same – it’s just that tools, channels and technologies enable us even more with our endeavours to get the right message to the right person at the right time.

RMRPRT

However, whilst the tactics haven’t changed, the playing field has. There’s now more content delivered to consumers daily than ever before.

As Eric Schmidt famously said in 2010 ‘Every 2 days we create as much content as we did up to 2003!

With an abundance of content around – and technology at our 24/7 fingertips making whatever we need accessible to us – then there’s real skill required to get into the hearts and minds of your audience.

However, the practical tactics I talked about in 2009 remain:

1) A clear understanding of the purpose of the mailing (what need is it fulfilling).

2) Accurate and relevant targeting (the benefits may be great but if they’re not relevant to your audience – you’ve missed the point).

3) A way to compel and involve the reader to take action and respond.

So let’s take a look at the winning combination: Right message, right person and the right time.

Right Person

Targeting is the first step in any campaign.  Question your logic: who are you trying to attract?  Who do you want to reach?  Targeting is easier these days, but you still have to have systems in place to learn as much as possible.  You need to have some knowledge of your audience, in order to be able to target effectively.

A great start to targeting is utilising existing customer information, their user behaviours, the journey they’ve taken to reach you and where possible, ask questions during your purchase processes where relevant to find out more about them. Different WordPress website designs will attract different personalities so experiment with them in a way where you can see the differences. Such information should enable you to identify with them – understand what motivates them.  The more you have the more you are able to profile them into segments that focus on them as real people rather than ‘batches of behaviour’. The more your know, the closer you can get, the more personalised you can be – the more authentic the relationship you can build.

Right Message

There are many tactics and ideas for making your communications ‘stand out’.   And indeed some businesses spend enormous amounts of money on gimmicks, creative and incentives both online and offline.

It’s worth remembering that what customers (aka people) are really looking for is relevance – they are far more likely to respond to a mailing which has an offer they are interested in, than to one which has a great design or gimmick, but is of no relevance to them.

Indeed, it’s easy to get carried away with the ‘attention grabbing gimmicks’ – this is the fun stuff.   And whilst the ‘whacky’ designs may catch attention – what all communication experts agree on is the importance of ‘relevance of message’.  In a time strapped world, if you’re going to ‘show up’ and be useful, then you need to be as relevant as possible.

Experts agree that the creation of the ‘message’ needs research and planning.

The focus of the message is to win attention and encourage your readers to take action.  Some key tips to consider when crafting your message:

  • Be yourself – personalise communications as much as you can and demonstrate a sound knowledge of your audience’s business dynamics (if relevant) and a clear understanding of the obstacles they face.  If the reader believes you have empathy with their situation – they are far more likely to engage with your message.
  • Don’t talk too much about yourself – readers are interested in what you can do for them – not what you do.  Focus on the opportunities your products and services present for them. A good mantra is to uncover the ‘benefits of the benefits’.  If you’re too ‘feature’ focused – you’re missing the critical element of what’s in it for them.
  • Use the words ‘you’ and ‘your’ as much as possible and minimise the ‘we’s’.  This will warm up your messaging considerably.
  • If there is an offer in your message – then be direct about it – and get the value proposition or the offer in early on in the communication.   If you can save them £500 immediately (and if that’s a relevant message to them) – then tell them this in the headline.  And of course, repeat the offer again at other points – don’t let them miss the opportunity.
  • Make it easy for people to buy/engage/take action.  So often I read communications where I’m thinking – ‘what do they want me to do’.  Be sure you have clear instruction of how to take action.
  • Be sure to keep any response mechanisms (in order for people to engage and take action) as simple as possible and where relevant provide a few response options.  Don’t stipulate that orders must be done ‘online’ – as that may present an obstruction to buy.

Right Time

A key aspect to all effective communication is  ‘timing’.  It’s very difficult to know exactly when your target customer is ‘ready to buy / engage or take action’.  Of course, there may be some seasonal opportunities which determine an opportune time – and so consider this when planning.  But remind yourself, that it still doesn’t provide any guarantees.

Timing is exactly why ‘one hit wonders’ are extremely rare – if evident at all.  More often than not – deciding when to communicate, email, target – is more of a case of what you can internally manage and resource.

And that’s fine – provided that you don’t plan on doing communications or campaigns in ‘isolation’.  By this I mean – that you do not attempt to attain the elusive ‘one hit wonder’ – but instead plan an integrated marketing campaign of which direct messaging is one component.

Regular communication is the only solution to the ‘right time’ problem.  Even with sophisticated consumer behaviourial profiling, knowing just ‘when’ a customer is ready to buy – requires skills beyond the realms of our 5 senses.  Of course, marketing automation helps us to keep moving those interested in what we’ve shared forward – but again, be sure all communications are as ‘human’ and personable as possible. Often – automated communications are obvious. I know I’m being marched through a funnel – albeit a sophisticated one. So make the experience as personable and personalised as possible.

Having continuous conversations with your audience is key as even if your offer is amazingly compelling – for many of the people you target, it may simply be a case that now is just not the right time for them.  However, 6 months down the line – it may be the perfect time for them.  And so – regular communication, providing genuine value with each message, allows you to build ‘share of mind’, loyalty, and eventually ‘hit the mark’.

Let’s think about it this way.  Research in ‘sales activity’ tells us that the optimum number of times you need to ask the customer to buy in order to gain a positive result is 7.   This tells us that regular communication is necessary to achieve the end objective.

So – right time, right person, right message, six simple words – yet a whole load of complexity in getting it right.

In a sea of sameness and overload of marketing messages, consumer offers and choice – making your marketing activity authentically personable and meaningful has never been more important. So taken on the challenge of complexity, commit to getting close to your audience – like in case of doing the bluetooth beacon marketing – so you genuinely understand their needs – and you’ve got a whole lot more chance of getting the right message, to the right person at the right time.

My message to you is that if you’re not investing time in learning – then you’re just ‘churning’.  And my guess is, that’s not proving to be very effective.

As always – any questions tweet me @michellecarvill or email michelle@carvillcreative.co.uk 

Michelle Carvill, best selling business author, speaker, founder and Director at Carvill – the social media marketing agency. For information about how the team at Carvill can help you – simply get in touch or visit our website for more information.

CASE STUDY: Luxury brand Burberry ahead of the competition with digital innovation

Image Taken From Burberry Website
Image Taken From Burberry Website

When it comes to digital there are a whole load of possibilities with how retail brands can choose to approach the area and how creative they can be.

This is a beautiful space that can offer brands the chance to shine and think out of the box in terms of marketing to their consumers. Where we are now is that the platforms themselves have developed hugely and social advertising is becoming more popular.

Brands are also making greater use of newer social media platforms like Snapchat which offers marketers a chance to target the younger consumer through images and short videos.

There are many good examples of retailers embracing social media and creating really good and creative content on a regular basis – Burberry is a great example of what could be achieved when digital is fully embraced. Not just placing themselves where their target audience is online but also engaging with them in a way that can open up a whole new shopping experience.

This post is based around a recent news article headline which said;

“Rival luxury brands have yet to catch up with Burberry on digital innovation”

So…. we thought it would be a good chance to analyse why they have done so well and see what sort of strategy they have in place.

Speaking to analysts for the company’s trading update for the last six months, Carol Fairweather acknowledged that rival brands were spending more on digital, but said Burberry’s “embedded” approach was a cut above the rest.

“Digital is embedded right through the organisation in everything we do. So yes, other people are beginning to invest in digital, but have they got the same advantage to the fact that it’s absolutely embedded in everything?”

This isn’t just a boastful statement, the financial figures speak for themselves;

  • Burberry have seen an exceptional rise in sales being “almost 14% higher than the rest of the luxury fashion market”
  • As well as accrediting a 9% year-on-year sales bump to their personalised efforts in this area.

And Carol Fairweather is right about another thing, it is literally embedded into everything; from the Company culture – 70% of the London HQ are aged 30 and under and are all encouraged to peruse Social Media on a daily basis. CEO Christopher Bailey often publishes webinars to all staff on how the company is doing and what creative initiatives are coming up next.

The stores themselves are digitally integrated; with digital chips around the store that activate as the consumer moves through the store, kicking off catwalk shows and fashion displays on mirrors.

Christopher Bailey (CEO And Chief Creative Officer) used an interesting choice of words when he said that he had wanted to ‘weave digital into the fabric of the business’.

From the conception of their first Facebook page in 2009 to having a presence on Google+,Twitter, Tumblr, Pinterest, Instagram, Youtube and now Snapchat and by being present on all these different channels, the company have managed to harness the attention of their key target market.

Burberry have approached social media in the way they probably would when creating a new fashion piece; Taking an item and turning it into the best it can possibly be. They use social media to provide, behind the scenes footage, discussions with Christopher Bailey and live stream runway shows, giving followers an intimate insight into the brand.

In an interview with GQ Christopher Bailey said of the company digital approach;

“We had realised that we had created a lot of platforms that only exist online so we decided we had to bring these to life. Our approach to the store was to make a bridge between the online and offline experience. Today I think we’re less concerned about where we actually shop, and more concerned about the experience we have while we’re shopping.”

Through these activities it is clear that Burberry have fully embraced innovative marketing techniques and as a result have managed to almost blur the boundary between its online environment and physical stores by providing followers an all-round digital experience by marrying technology and retail environment in a fascinating, creative and intrinsic way.

At the time of writing, Burberry are due to launch a special Snapchat series from LA and all week have provided followers with short video teasers by Fashion Models Naomi Campbell, Jourdan Dunn and Cara Delavigne introducing the upcoming segment.

So it’s easy to see why Burberry have been so successful! By sharing so much with their special online fans they have managed to keep up with the modern digital age and in turn boost their profits too.

We look forward to keeping an eye on Burberry and how they embrace the newer social media networks and what creative they come up with!

As always leave a comment below and if you have any questions about how to market your business online using Social Media then you can drop us a tweet @CarvillCreative