6 Marketing Cues You Shouldn’t Ignore in Launching a Brand Campaign
5. Make testing a requirement, not an option. Be confident enough to put your campaign under the cold light of reality. But before you produce and launch, first determine what the true objectives of the campaign are. Leads? Image enhancement? Opening new markets? Cross-marketing one of your product’s success with the new one?
Decide what the core objective is before you develop the campaign and then test after the campaign is launched to judge the results. A long list of objectives that includes “everything and the kitchen sink” is not going to lead you to success. Be specific. “We want this new XYZ brand campaign to accomplish [one thing].”
6. Don’t ignore your competition. Why enter a market filled with 100 established companies that will immediately become your competitor? There are times when the smartest strategy is to NOT move into a market. So know your market, know your competitors and their market share, and then decide what the odds are of you’re winning there.
Two factors to consider is how long have they been there and how successful are they? If they have been there a long time and have been profitable, this means your new product/service better have some compelling reasons for potential customer to choose it over what is already regarded as a success.
Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.
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Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.