Having the right marketing campaign is essential to any business, but especially those in the retail industry. Regardless of the products or services you are selling, if nobody knows about them, nobody will buy them.
However, access to information is not enough. It has to be provided in a manner that appeals to potential and existing customers and creates a desire within them. Whether it is the yearning for something they think they need or something they want, if it is strong enough, they will be more than willing to spend their hard-earned money on it.
As such, all organizations need to work with a suitable marketing partner with experience in the specific industry. For example, if you are a franchise owner, it would serve your best interests to join forces with a quality provider of online marketing services for franchises. Among other things, a creditable vendor will help you produce content that attracts valuable leads to your corporate site, assist you in improving your rankings, and optimize your online presence.
Along with this, there are other factors to consider. The most important ones are a teaser campaign, a three to six-month post-launch strategy, and a long-term advertising and promotion action plan.
Let us look at each one of them in more detail.
The Hint of Something Great
Around five months before a movie is released, the production company responsible will release its first trailer. In it, audiences can get a glimpse of what the film will be about. It is usually highlighted by an action sequence or a moment of intense drama. A second trailer will come out a little over two months before the motion picture hits theaters worldwide. Generally, it is a bit longer and includes both parts of the first and additional scenes. Perhaps the main antagonist is introduced, or more details are given about the protagonist or plot.
The purpose of a trailer is two-fold. First, it allows people to know that something great is coming. Second, it builds inside them a feeling of expectation, one that only keeps growing as the days and months go by. When the movie finally arrives, nobody is thinking about the money they will spend on tickets, popcorn, and drinks. All they know is that they want to see it.
The same goes for your business. No matter the field your company finds itself in, few things are better and more efficient than a well thought of, creative teaser campaign.
Maintaining Momentum
Once your product hits the shelves, online stores, and dealerships, you must keep building momentum. The reason is simple. No matter who you are or what you’re selling, in all likelihood, others will be doing it. In such a competitive environment, it is very easy to be forgotten without constantly reminding your audience that you indeed exist.
When it comes to marketing, what you do in the first three to six months after launching your product is essential to your success. For new firms, it’s about building a brand name and familiarizing the market with what you’re offering. For well-established companies, this is a time to consolidate your position and gain new clients with something exciting and innovative.
Whether you engage in online promotion, traditional advertising, or both, remember to keep your message consistent and focus on the specific market you are trying to reach.
Thinking Long-Term
The vast majority of products will not sell forever. But that doesn’t mean you shouldn’t try to keep them relevant as long as you can. And even if you have decided on phasing something out, you can and should still market your brand.
A long-term marketing strategy entails different things. First, it is about forecasting how long your product will sell and setting an expectation for its shelf-life.
Second, it signifies finding promotional synergies between newer and older items. For example, if you sell both shampoo and soap, you can create a single TV commercial that promotes both.
Finally, it represents flexibility in your promotional tactics. If your product is making a comeback but in a different target market, you should change your marketing approach accordingly. Likewise, if you see that some social media platforms are working better than others, there is no reason to advertise the former.
Everything in life has a beginning, a middle, and an end. From a marketing perspective, they are a pre-launch teaser campaign, a post-launch strategy, and a long-term vision.
So get to it, and let the entire world know how great your product or service truly is.
