As marketers, we do research, we conduct tests, we utilise AI and machine learning, previous experience and intuition – all with the aim to execute marketing campaigns that produce results.
However, despite all of this, sometimes things don’t go as planned.
Why? Because our audiences are unpredictable humans – regardless of whether we’re targeting B2B, B2C or both.
So, assuming you did everything right in preparation, and your marketing campaign still fell short, what do you do now?
Prefer to listen, rather than read? Here’s the Podcast summary!
You hit the “go” button and wait – only to find the results don’t meet your expectations.
Down and down it goes, until you face the facts that this is not going to be a campaign that reaches critical acclaim by any means.
You’re not alone!
Small businesses and global brands have all been there.
Marketing isn’t a precise science – there are so many factors involved and, despite all our best efforts, sometimes things don’t pan out.
Here are some tips to try when this happens.
1. Don’t get overly emotional
Yep, it’s hard. Frustrating even, not to mention embarrassing.
But I’ve found personally that if you rise to your emotions, it only leads to regret afterwards. You realise that your initial reactions just make it all worse. Instead, take a deep breath in, keep things professional and focus on the next steps.
2. Assess the outcomes
What went wrong? Don’t just assume – find out.
Was it something completely unpredictable? Or was there a factor you overlooked? Regardless of which, dig deep to see what the overall results were and take the time to discover how this all came about.
3. Address it
Stakeholders will want to know what happened. Don’t hide or sweep it under the rug, as this looks like you’re avoiding responsibility and hoping that no one notices.
Don’t let the information vacuum become a PR disaster.
After you’ve researched the shortfalls from the previous step, present your findings to Management or your client and explain the details. It will be tough at first, but honesty really is the best policy here.
4. Learn from the experience
5. Seek help
Just remember: Marketing is about the exchange of value
We produce informative content in exchange for people’s attention. We provide solutions in exchange for payment.
How Can Melotti Media Help You?
To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content.
Our Message Marketing services can sharpen your words into achieve your goals, today.
Christopher Melotti
Melotti Media | Copywriting & Message Marketing Bureau
www.melottimedia.com.au
