Unfortunately many marketing channels will happily take your money even if they know, your campaign will fail to deliver the result you are seeking. Whilst it is convenient to blame the channel and possibly their ethics, you as the advertiser needs to take some responsibility. Crucially before undertaking any marketing, you, need to establish what the goals of the campaign are and who are likely to need your products or services.
Crucially, you need to know your market, Who is buying and Who could buy as well as the reasons some people that should be buying, don’t!
The more information you feed an agency, the more likely your campaign will succeed. Market research companies and consultants as well as the better marketing agencies can all assist, but as the driver of the business, your input is vital.
When it comes to marketing your business, your market can be roughly categorised in two;
- The market you know, where your existing customers are, sometimes referred to as the “Comfort Zone”
- The markets you don’t know so much about, which I’ll refer to as the “Expansion Zone”
The latter is where the real growth opportunity could be but is also where the most risk lies.