Our tech branding agency outlined the most common mistakes in marketing and how to avoid them. How this will help solve main business problems – read the article.
Increasing sales is perhaps the most pressing issue, to the solution of which absolutely everyone is trying to make their way: from an ordinary manager and a sales assistant to a department head and a business owner.
Our experience with clients and partners allows us to systematize and summarize the most common mistakes in marketing. By warning them, you can not only reduce the costs of your company, but also significantly increase sales.
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Mistake 1: Saving On Marketing
This is not about “healthy savings” (let’s call it that), when there is a really more profitable path of least resistance with an equal feedback (for example, abandoning targeted advertising in favor of display advertising, based on analytic data). The first common mistake, in our opinion, is that owners or decision-makers unreasonably refuse to work marketing activities, trying to achieve their goals in other ways that they themselves consider more appropriate.
A good example in this case, I consider the following situation: the problem of our customer was the complexity of communication with the target audience. The audience is rather atypical: conservative, not active in social networks and the Internet, in principle, trusting only certain media outlets. We offered the possibility of placing a native project in one of these media and using outdoor advertising. However, the customer opted for branding one commercial vehicle with a small logo, which, in our opinion, was simply an irrational waste of resources.
Many people believe that it is right to use a large number of cheap promotion channels. However, our experience shows that by giving up interesting solutions, a business runs the risk of getting stuck at the same level.
I would advise not to be afraid to test new tools. And here it is advisable to take into account the fact that the same tool can work in different ways for different tasks. Therefore, if you have ever lost budgets when placing ads, for example, in the media, this does not mean at all that the media should, in principle, be avoided. It is possible that the choice was made incorrectly only in relation to one specific task at a specific time.
Mistake 2: Ads Are Everywhere
I often see how advertising campaigns become confused, implemented with some kind of local breakthroughs – in my opinion, this is a huge mistake. I believe that in marketing it is always worth adhering to a certain strategy, a certain set of measures developed specifically for solving a specific problem in a very specific time frame, which is aimed at simultaneously solving many problems.
It is also highly desirable that a team of experienced and diverse specialists work on the campaign:
A PR specialist usually works on a brand – recognition, collaborates with the media, organizes events
The marketer is looking for cost-effective and suitable for the specificity of the product promotion channels, thinks over profitable promotions
Designer – visualizes all of the above and gives it to the consumer in an accessible way.
To correctly set tasks for all these specialists, I usually advise:
1. Ask yourself: what is my company now and what will it be like in a year? What is my target audience and what do these people think of my product? A strategy will be built on the basis of these answers.
2. Sketch out a list of goals and subgoals and think about what kind of specialists you might need to help implement them? When composing a strategy or at least a media plan, be sure to keep in mind what goal will be covered by certain actions.
Use project planning and management systems such as CRM.
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Mistake 3: Firing Your In-House Marketer
To have a full-time marketer, in my opinion, is very good in a standard situation. But suppose you are planning some kind of large-scale advertising campaign with a huge number of tasks. No high-profile marketer can handle them and manage them all at the same time. The chance of a mistake in this case increases at an incredible speed: the focus of a specialist jumps, and the minimum ignorance in some issue will certainly make itself felt at the wrong time.
It is advisable to objectively assess situations when a company needs more than one niche specialist. As for marketing, the prerequisites for this are obvious: the employee does not have time to do anything, fails tasks. Experience shows that basically in such situations the following happens: the company takes on a new “fighter”, who also “merges” in a month.
This behavior will only exacerbate the situation – marketing activities are lost in the endless stream of newly arriving innovators.
Therefore, I would recommend not to fire an employee due to perceived inefficiency, but first of all to try to find him an assistant.
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Mistake 4: “Little Things”
Attention to detail is an important part of marketing. I’m sure the little things can’t be ignored.
For example, when developing a merchandise (a corporate document in the form of a brochure that describes the merchandising standards of a given company), I would advise you to think over everything, down to the type on the price tags.
“The old ones will ride too!” – you can’t treat your own clients like that.
I consider price tags to be an insanely important detail in retail outlets, because if you place information about a product in a concise and presentable way, you can literally save on the staff of sales consultants. This is exactly the case when a correctly made piece of paper with clear and necessary information for the consumer can completely replace the seller.
And there are a lot of such seemingly unimportant little things: light, equipment, additional POS materials – try to think through them no less carefully than the entire strategy as a whole. If you want to increase your Youtube watch hours read .
