Every week I meet with our VP of Marketing to ensure no projects or initiatives are being missed. Like you, he and his marketing team are promoting our products to distributors, BSCs and in-house facility cleaning managers. At our meeting earlier this week, I asked him how things are going for him and our marketing team.
What he said caught my attention, and I wanted to share it with fellow sales and marketing leaders like you.
He said, “Since early 2020, when the pandemic hit, it's gotten harder than ever to capture the attention of prospects. And so, we've done a 180. We changed from running very narrow, very targeted marketing campaigns to using a volume and frequency marketing strategy. We're finding success by casting a wider net, using multiple channels, and upping our frequency.
Casting a Wider Net: It's become a numbers game and we've doubled down. Instead of marketing to an audience of 10,000, we're promoting to 20,000 or more. Admittedly there may be some waste, but so far the results justify the excess.
Using Multiple Channels: We can't reply on one or two marketing channels. It goes back to integrated marketing. We're putting our messages in print, in digital newsletters, on social channels (we're found great success running video on social) sending it via email, even using telemarketing.
Upping our Frequency: How did we learn our multiplication tables in grade school? Through repetition. It's the same principle in marketing today. In the past, three touches were sufficient to make an impression on a prospect. Not today. It's more like six or seven touches.
In the post-pandemic world, our objective is to be in front of more prospects, more often and across all channels. The more places they see us, the more confident they are that things are returning to normal.
Folks are still paying attention to marketing messages, but it's taking more than usual, often in more mediums, to hit goals and targets. I hope we can be a help for you and your message. As you know, we've got a deep offering of products in print, digital, multi-channel and more to help you achieve your Q2 & Q3 goals! I'd welcome a conversation to connect you with the product that's right for you.
Contact me, Rob Geissler —
rob.geissler@tradepress.com, 414-228-7701 ext. 461.
Or visit our 2022 media kit.
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