How Marketing Could Go Wrong

A successful marketing strategy involves the process of exploring, creating, and delivering value to meet the needs of a target market. And an in-depth marketing strategy takes a team of qualified personnel with expert skills who understand your business. But one area where companies seem to drop the ball in their marketing efforts is when coordinating marketing material with member materials.

Marketing Gone Wrong

Let’s look at an example. I recently had an issue with my health insurance where I didn’t know if I was covered from one day to the next. I was approved for my renewal, but then I received a letter in the mail saying they had cancelled my health insurance. It turned out to be a marketing strategy to send out this notice, but it did not consider people who had renewed their insurance. This was a classic case of the marketing materials being sent to the wrong members. These marketing materials should only have gone to the members who did not renew. So, now members (like myself) don’t trust the business. This is a true marketing fail.

Have a Clear Message

When planning your marketing strategy, it is vital to remember that you have various audiences to cover. You need to reach first-time customers, repeat customers, and those you are trying to lure back into being a customer. As you can see from this example, your message may need to be different for all groups.

This doesn’t only pertain when mailing customers, but your branding and marketing efforts need to be reflected across all platforms, including apps, social media and website content.

At fourmangos, we understand the need for a well-thought-out marketing strategy to reach all customers. Contact us today, and a member of our team will be happy to discuss how we can take your business to the next level.