Casting the Perfect Net

How properly integrated marketing plans are key to snaring the most leads.

You have created what appears to be the perfect marketing promotion, one that can't miss in creating a massive river of leads. You launch the promotion and while the leads come in they are coming on less like a raging river and more like a dripping faucet. What happened?

While it is easy to just write off less-than-stellar results to any number of uncontrollable factors the reality is that the reason was totally within your control. Once understood, the next promotion has a better chance of success if the right preparations are taken. More often than not, the reason a marketing promotion fails is that it did not have an integrated marketing plan built around it.

Simply put, an integrated marketing plan has a specific goal with multiple parts that work together to present a cohesive message to drive potential customers to action. The multiple parts consist of how you communicate the message, each having one or more calls-to-action to entice a potential customer to either look at the next message or make the decision to contact you about your product or service.

Developing an integrated marketing plan takes time and effort and, while it might generate some quick responses, it should be planned to run over a period of time so that its full effect can be seen and evaluated after. The first step in developing the plan is to ask and answer some basic questions:

1. What is the goal? — In most cases, the marketing plan goal is to increase business during a certain period, but it could also be to raise awareness in a particular market sector or to increase overall market share for the foreseeable future.

2. Who is the target market? — Whether your target market is strictly a consumer, strictly commercial, a specific demographic in either or an all-encompassing target, properly identifying your target market will help to focus the plan and the messaging.

3. What is the time frame? — Is your promotion focused on a short-term period (focused on a specific season or event) or is it a long-term or even open-ended promotional period? Not only will this help with focusing the plan and the messaging but also the other very important question…

4. What is your budget and desired ROI? — Where the rubber meets the road is when the discussion of how much to spend versus the potential return-on-investment. This is the question that will provide clarity and pragmatic decision making after answering the first three questions.

Once you have answered these questions, the secondary questions must be tackled next. These include:

* Where are your target markets?

* What is the best way to reach them?

* What are their pain or pleasure points? (this one will help with crafting messaging)

* What types of calls-to-action will entice them to act?

The answers to these questions will help you to define your messaging as well as to map out where you will make your outreach efforts. While some may favor a digital marketing strategy only, a properly structured combination of digital AND traditional marketing is sometimes best.

The two most important realities in regards to creating an integrated marketing plan that offers the greatest opportunity for success are that time must be taken to properly create the plan, and patience must be kept in allowing the plan to run its course. Only then will you reap the greatest benefits while gaining valuable insights for creating future marketing plans.

With over 30 years of combined experience serving the luxury, chauffeur-driven industry, DriveProfit has worked with our clients to create comprehensive, integrated marketing plans that have increased sales, market share, and overall brand awareness. If your marketing results have been less than ideal, we are here to help

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Posted on Dec 11 2018

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Casting the Perfect Net

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