No one wants their marketing campaign to fail, but unfortunately it happens – even after months of preparation. If you find yourself with a campaign that hasn’t worked, don’t panic. Instead, look at your failed campaign as an opportunity to improve your marketing techniques moving forward.
Here’s what you should do to ensure it doesn’t happen the next time you launch a marketing campaign.
Determine the Cause of Failure
If a marketing campaign fails, the first thing you should do is determine why it happened in the first place. Look at the timing of the campaign, the products/services you offered, and the platform(s) you offered them through. For example, if most of your sales are done online but most of the marketing was targeted at in-store customers, you failed to tap into a large part of your client base.
What about timing? Was a competitor also in the middle of a marketing campaign? Or did you send out an email in the middle of the night when your customers were sleeping? Timing is everything, and by not taking into account what your competitors are doing or your customers’ preferences, your message won’t resonate as well.
There are many other elements that could contribute to your campaign’s failure. If the timing and platform were on point, look at what you were offering. Were your offers something your customers want? Better understand what your target audience wants by engaging with them through social media and in person. Ask for opinions and feedback, even if you aren’t in the middle of a campaign, so that you know what draws customers to your business in the first place.
Have a Definitive Plan
Hoping for the best without a clear plan of action won’t make your campaign successful. Without an organized plan, any success will likely just be pure luck. Develop a strategy based on the feedback and opinions you’ve received from customers, and then test it out on a smaller level before marketing it to your entire customer base. Pick one region to start the campaign with, and if it does well, expand it to the rest of your customers. If it doesn’t do well, then evaluate what worked and what didn’t to devise a new plan.
When you’re developing a strategy, make sure you are not creating something too similar to your competition. This won’t help you stand out from the crowd and entice customers to learn more about your business. Also, make sure that your campaign fulfills buyer needs. Customers won’t partake in an offer no matter how good the deal is if you’re giving them a discount on something they don’t want.
Again, use customer feedback to determine what customers want and need from you. Don’t focus your campaign efforts on a product that is unpopular. Ensure that your sales and marketing strategies complement one another, and design your marketing campaign to help sales, not hinder them.
There’s always room to grow and continue learning. With each successive marketing campaign, look at what elements of your strategy worked the best and which didn’t turn out as planned. Continually adjust your future campaigns to fit what your customers want and be willing to adapt. What is popular and in demand changes over time, and that means your customers’ needs will change as well.
Stay up to date with the platforms they visit frequently so that you never feel out of touch. Pay attention to what offers and products fare the best in your campaigns, and cut out the ones that don’t get any response. Don’t take it personally when your campaign doesn’t work. Instead, remember that it’s an opportunity to learn about your customers and better tailor your marketing strategies moving forward.