One of the underlying themes of the Food For Thought workshop was targeting efforts to make sure they provide good value for money.
In small businesses it often feels that life would be easier if only we had the budget/ resources/ personnel available to large competitors. However every business, large or small, has more opportunities than they have cash to invest in; there’s always competition for extra funding.
So it’s vital that marketing spend is targeted and planned to ensure that it delivers the best return.
Hayley has works with a huge array of iconic brands in this sector, and she used case studies from some of her recent clients to illustrate what has worked to get her clients the coverage they were looking for.
1. Know your target audience
Who is your ideal customer? Understand what they like about your product and where they shop, what they read, and potentially what other brands they are interested in.
This information allows you to select the right publications to allow you to reach those key customers and saves expensive mistakes from putting the right marketing in the wrong place.
2. Know your objective
Next, what response do you want from your marketing campaign? Again this helps to target your efforts in the right direction.
The example that Hayley gave was when a product is only available in a handful of west country outlets. A glorious review in The Sunday Times food supplement will not necessarily deliver the sales uplift that you might expect as the majority of readers will be unable to buy your product.
In this case local coverage, or a focus on trade press in an effort to attract additional stockists is a more effective use of your marketing budget.
3. Know the opportunity
PR coverage can be expensive, particularly if you’re looking for national coverage. Hayley showed us some of the success she’s had by carefully targeting the right publications with the right stories.
Carefully crafting a story that appeals to a magazine editor and will entertain their readership potentially allows them to find ways to promote your product without requiring fully paid advertising space.
The result of this is that your cost is lower and the marketing is likely to be more effective because the writer’s enthusiasm for the product will come across to the reader.
Taking time to work out where to put your marketing ultimatly means you can make your marketing spend work harder for you.