we need to help you determine the results you need.
Almost every professional marketer has heard the phrase, “Does your client need a ¼” drill bit or a ¼” hole?” To take it a bit further – does your customer or client need a shallow hole or a deep one that they can put a big screw into to hold up a shelf? Because the results they really need – is a shelf to showcase merchandise!
The purpose is to illustrate that focusing on the actual result that your client/customer is looking to achieve is what matters. Not the tactic or tool/s used to achieve it.
At the matters. group we believe that helping our clients define the results needed upfront is the key to helping you achieve the results needed in the end.
How do we do that? We ask questions – first.
Some of them are basic and some evolve based upon answers to the initial questions:
1. What drives the most revenue?
2. What are your brand values?
3. How do your company colors reflect the brand experience?
4. Who are your target markets? (age, gender, incomes)
5. Who are your direct competitors?
6. How are you different from them?
7. What would you change about your marketing?
8. What has been the most successful marketing you have done?
9. What has been the least successful?
10. How are you integrating offline and digital strategies?
“Strategy without tactics is the long road to victory. Tactics without strategy are the noise before the defeat”
– attributed to Sun Tzu
We feel that by using a consultative approach to solve our client’s pains is the only way to help them get the results they need in the end. By understanding our customer’s pains, it allows us to truly devise Audience strategies for implementing the digital marketing tactics needed to solve them.
In a lot of ways, it’s like a math equation. The end result requires a thoughtful approach to specific variables. Executed in the correct order and proof points along the way to validate the answer/s. simply put: Insight + Audience = Results
Understanding the motivation of your target markets and most valuable client persona’s motivations is essential to developing the strategies needed to define tactics to execute. Marketing or advertising without considering these crucial factors is like using a bowie knife instead of a scalpel to do surgery. It’s messy and it doesn’t always produce the results you were looking to achieve. In addition, it’s most likely not repeatable and certainly can’t be refined.
When you boil it right down, both marketing and advertising are based upon trying to create transactions. Be it leads, ecommerce, traffic to a site or offer, traffic to a brick-and-mortar, a download or… each in their own way is a transaction.
First, you must start by understanding both who your customer is and the intensity of the pain they feel and what will motivate them to choose your brand as their preferred solution.
Believing that a single tactic (i.e. PPC, SEO, Display etc.) or platform (Social, Search, Display) alone will help your customer is “…the noise before the defeat.” Taking a consultative approach backed by data generated by campaigns allows you to create and validate proof points along the path to success.
This is true of all businesses, but in the cannabis market in particular, this can seem like a monumental challenge given the fluid nature of what is allowed in a given state or on any given platform.
Like never before, today’s digitally driven marketing landscape offers the most complete view of a customer’s journey to a transaction. Expertise combined with data-driven execution is the basis for the dominance of digital and data-driven marketing results. It’s like developing a mathematical algorithm custom to your specific brand’s need that produces the type of transactions you need to get results.
Taking the equation metaphor, a little farther…
Solving for Rs: If “I” is Insight, “R” is research, “M” is messaging, “C” is creative, “D” is Data, “A” is audience, “T” are tactics and “P” are platforms, “F” is frequency of messaging presented to a targeted audience, “Tr” is the transaction, “Rs” is the results needed to achieve the goal.
(I = (R+D) = A + M x C) + (T+P x F)) = Tr + D = Rs
Insights (data or research) alone don’t matter if you don’t know how to execute on them. Gathering an audience around a messaging or creative that doesn’t matter to them isn’t going to work either. It’s only when you take actionable insights and combine them with an ability to reach a target audience will you get the results you need.
To any marketer or advertiser to achieve the result that matters most requires a complex set of strategies and tactics designed around a fluid set of variables to produce the desired transaction/s. Then you rinse, refine & repeat reinvesting the learnings of past performance to yield future improvements.
Learn how we have helped other clients get the results that they need visit here. Alternately, if we can help answer and question or help you define the results that you need – we’d love to hear from you.