The Big Three 411
Audience
Ask yourself, am I talking to or reaching the people that I (eventually) want to be my customers?
Messaging
Am I using the right words to talk to my target consumer to get them to do what I want them to do (i.e. call in, stop in, attend your event, go to your website, etc.)?
Frequency
Does my marketing strategy have a high enough frequency that my campaign components will be seen and heard?
Marketing Life and Death in Reality
Recently, I had a roofing client who's been advertising with me for two years tell me his campaign wasn't working - he wasn't receiving enough full roof replacement leads. Alarms went off in my head and panic started to set in. Thankfully, we have a great relationship and with his feedback, he allowed me to try to turn it around to make or break a partnership we had both invested a lot into.
Frequency
Frequency Problem: His radio schedule was too broad and wasn't focused enough.
Frequency Solution: 1) We narrowed his schedule so his spots were not running too late in the day to be heard; and 2) We concentrated the days of his commercials being played from 7 days a week to 4 days a week.
Messaging
Messaging Problem: We weren't directly asking for full roof replacements and we were being too vague about how to contact him.
Messaging Solution: 1) We implemented a testimonial from a satisfied customer; and 2) We asked our audience to call in to a specific phone number that allowed us to track how many leads were coming in as a direct result of our partnership.
After three weeks of implementing these solutions, he received 9 leads and said:
"I've noticed a difference since we made these changes. Can we do more of this? I'm glad we [added the tracking phone number.] Now I know this is working and this is a partnership I want to continue."
Takeaway: Analyze Your Marketing Efforts With The Big Three in Mind
Be sure to analyze all your lead generation campaigns and marketing strategies to see if they are working to provide you with your desired business results. If they're not, it's time for a change. That change may not always mean ending the partnership, but making changes within your campaign to increase its effectiveness.
Implementing The Big Three correctly will produce results. If your campaign isn't working, please use me as a resource to help you pinpoint the problem and how to turn it around.
