Marketing Shift: The Three R’s

As marketers, many try to have mass appeal. Mass audience. Lots of buzz, and lots of people talking. That seemed to be the goal of the strategies that my marketing professors drove home in college.

Isn’t it time for a shift though? TV Advertising revenue is down, the print media landscape is changing and brands have new avenues to explore digitally. Professionals have become engrained in what has always worked, and aren’t questioning if it still works as well as it should.

The media is already seeing this in the form of hyperlocal efforts by their daily publications. Being specific and targeting the demographic has always been in the plan, but it’s time to challenge the status quo. Step outside our comfort zone.

So, let’s do some of the R’s.

reEVALUATE

You have your market that serves as your foundation. Why not explore elsewhere? You can build on general and form niche (subset) markets. You can direct a lot of your effort here. There’s smart marketing, and then there’s just reaching out to whomever. Your secondary markets can then be those affected by the choices made. For example, A wife might be interested in tax software or men’s clothing.

reFOCUS

Focus your efforts and make sure they are sound. There is nothing like a bunch of ideas that sound great on paper, but aren’t executed well. The consumer or target will be overwhelmed and not sure where the brand is positioning itself. You can turn off brand loyalists just as easily as you can get them behind you. It’s best to have a few solid ideas

reDEFINE

Define your strategy and go with it. Remember the 4 P’s and marketing mix? If it doesn’t work along the way, Redefine again. There is nothing wrong with trying new things and deciding it doesn’t work. Those that aren’t afraid of admitting failure are usually the most successful. They are able to identify and understand the market. Take the specifics and find out how to cater.

What R’s would you add? Is a shift impending and needed?

Image via http://nerdapproved.com/.

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Tags: advertising, branding, communications, marketing, PR industry, PR professional, professional, public relations

Matt Cheuvront

I think the most important takeaway here is "redefining strategy". So many businesses and individuals get stuck on a specific plan of action but they forget to plan any alternatives, they don't think about other paths to take if the plan of action doesn't produce follow-through. As you said, recognizing that trial & error and even failure is a necessary step toward realization and success is a characteristic that separates the best from the rest. Good thoughts L!
laurenfernandez

Sometimes even the contingency plans don't work - so you have to be able to recognize and reorganize quickly. Smart marketing types know this and are able to think on their feet.
Matt Cheuvront

Agreed. You always need a back up for the back up.
laurenfernandez

I think a backup still implies contingency - I think it's more flexibility and identifying than anything.
Abby

Good points. Like Matt, I definitely agree with your thoughts about redefining strategy. There's nothing wrong with a strategy that doesn't work out the way you had hoped. The problem comes when you try hopelessly to stick by it instead of realizing there's no shame in moving on. If you redefine, you'll be seen as savvy -- because you're able to recognize when something isn't working and adjust based on that -- and smart -- because you can come up with new, better ideas on the fly.
laurenfernandez

I think society in general has a fear of failure. It's something bad. I think those that are most successful can recognize and move on, and that takes more skill than to beat a dead horse.

Thanks for reading/commenting, Abby! :)
Tara & Christine

"Those that aren’t afraid of admitting failure are usually the most successful." -- This really resonates with me. I think so many people and businesses let their fear of failure hold them back. I know I have been guilty of it in the past! The key is realizing that it is only a failure if you let it be. Now I try to think differently. If something doesn't work, what can I take from it? What did I learn? If I can grab one nugget that propels me forward, then it is definitely not a total failure! - Tara
laurenfernandez

I know I have a hard time with it as well - who wants to admit failure? That negative connotation holds folks back, but if you're not afraid and try new things? Rockin'.

Glad you enjoyed the post!
Danny Prager

Hey Lauren,

Really enjoy this post.

Another important "re" I would add is relationship building. While that "re" is different than the four you've included in this post, it is especially important in today's marketing. Customers are becoming more and more marketing savvy, and want marketing that is authentic, transparent, and honest. Essentially, we want to support brands that add value to our daily lives, tell a story, and that effectively build a relationship with their customer base. This comes down to personality.

@thescottbiship has an awesome post about it on this "fifth P of marketing" on his real time marketer blog: http://realtimemarketer.com/the-5th-p-of-market....

Between this post and that one, I think it's a good introduction to how today's marketing has changed.
laurenfernandez

Really dig that: relationship building. One that is important, but I think many forget about it. Brand support is emotionally driven a lot of the time - your loyal to the brands you like and the ones that are there for you.
Matt Cheuvront

I swear I didn't read Scott's blog before writing my piece for you Danny boy! :) I think we're all on the same page when it comes to the importance of "Personality" in the marketing mix. It's one thing that can "separate the men from the boys" so to speak.
Anna Barcelos

Failure is a good thing. If a strategy doesn't work, then you don't do it again. I know I've oversimplified this as many companies can't adjust their strategies this easily. I'm a huge proponent of testing strategies before scaling them. We are working on pilot programs with a couple of large companies. If the "tests" generate the results they are looking for, they will then scale to full blown strategy. Testing in today's marketing landscape is critical, especially with the addition of social media to the mix. I'm grateful our clients are open-minded and willing to test strategies before even implementing them.

Nice post as always Laura :-)
laurenfernandez

I liked this point, Anna - testing strategies before scaling them. I wonder why more companies don't do so?

Social media enhances your initial strategy, so why don't people test it out?

Good points all around.
startabuzz

For so many companies, no matter the industry, getting stuck in ruts is all too common. They found something that worked for them once, long ago, and get caught up in the notion that IT is the only way. I'm sure, as many have said, that there's some fear of "the new" in there, but there's also a little laziness, as well.

As for WHOM to market to, as with so many things, more isn't necessarily better. With all of the tools we have at our disposal, we're able to focus in more closely than ever at our target markets. To simply "carpet bomb" the free world in the hope that your message will reach someone isn't really the best approach.

We all have fear of failure, but I wish that more people would realize that failing, at least every now and then, is OK. "If at first you don't succeed ..." and all of that. If something doesn't work, try something else. The only sure thing is that if you're not succeeding, doing the same things over and over will keep it that way.

Outstanding post today!!
laurenfernandez

Thanks, Mel - glad you liked it!

Many companies do get stuck in a cycle, and it's dumb. Those that are truly innovative know how to keep pushing and leaning.

Agreed that more isn't always better - but I think some get hung up on numbers, which is important, but not the all that ends all.
elizabethsosnow

I'll add another "R" - research. I'm amazed at how much intelligence is just waiting to be plucked by an industrious soul. It takes hard work, but fresh, actionable and compelling insights are yours for the taking...if you are willing to roll up your sleeves.

Fun post, Lauren!
laurenfernandez

Research is a great one! It's one of those skills that is imperative to those in the marketing and public relations world. You get insights, learn and can figure something out just by digging a bit.
mikeschaffer

My dog used to pee on the floor. A lot. Like...a lot a lot. But he learned after a few weeks that when he peed on the floor, Dad got mad. And he didn't want Dad to be mad. So he learned to ask to go outside to use the front yard instead.

Sure, whether he went on the floor or in the front yard, he still, well, took care of the...uh...need. But he learned to change his ways, which made EVERYTHING much better.

Companies should act much the same way - look for ways to improve on all levels, especially marketing and PR.

As a marketer, your work is no less than the #2 way people perceive your brand (product/service consumption is #1). If you keep doing the same exact thing over and over and over and over again, your brand will be looked at as lazy (at best) or arrogant.

Challenge your brand to be more than what it currently is, because you don't have to keep peeing on the floor! (Hmm...this analogy worked in my head before I wrote it...)
laurenfernandez

Most simple yet best analogy ever - as a dog owner, I approve.

I think there are always ways to improve and be better. By doing that, you don't position yourself in a silo or get caught up in a routine. You're challenging yourself not for you, but for the brand.
Teresa Basich

In relation to what Danny said, I'd add reconnect to the mix. Reconnect with not only your (and secondary) market(s) as people, not just markets. Know what I mean? As much as I believe in the science behind marketing, at the end of the day it all comes down to people, right?

Fantastic post, as always, L. :)
laurenfernandez

Like the distinction between people and markets. There is a science, but one of the best analogies I ever heard - to learn marketing, you have to experience it. Sure, there are methods and we use them everyday. But it's also about the target, and we can't forget that.