Episode 94 – Planning Your First Successful Marketing Campaign
You can create amazing marketing content. Creating an effective marketing plan is the goal of all entrepreneurs, but the execution is often lacking. In this episode of the CAS podcast, we are helping you get set up to create a successful marketing campaign.
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Show Notes
You can create amazing marketing content. Creating an effective marketing plan is the goal of all entrepreneurs, but the execution is often lacking.
In this episode of the CAS podcast, we are helping you get set up to create a successful marketing campaign. As a custom apparel business owner, your success in marketing not only depends on having good ideas, but also executing those ideas to make sure you have measurable success.
Stage 1: Make a Plan
Define your Brand - what is your business personality? One exercise would be selecting 3 words that describe how you want to be seen to your customers.
Examples:
Professional - Funny - Masculine - Feminine - Edgy - Witty - Artistic - Soothing - Rustic - Retro - Mature - Jolly - Glamorous - Graceful - Rebellious - Youthful - Urban - Country - Vintage - Active - Intense - Lush - Inspiring - Religious - Hip - Fun - Timeless - Contemporary - Casual - Athletic - Classic
Do you have a plan/strategy for what this marketing will do? Specifically.
- What is your GOAL
- Brand awareness
- Sell a particular item
- Drive people to your event
- Get people to buy from your website
- what kind of customers will you bring in?
- What is your audience?
- What is a number of customers and revenue you want to gain?
Where do you want to deliver your message?
- Google Search
- Local Advertising
- Organic Search
- Boards/Newsletters/Hand-Outs
- Outbound Sales - Knocking doors
What will the message be?
- Coupon / Promo
- Let people know your business exists
- Offer free consultation
- Advertise specific designs / styles
Does this align with your brand?
Be sure your marketing aligns with your business personality. Is your message and delivery method lined up?
- Consider your message and if it makes sense.
- If you have edgy/rebellious brand... it might not work well with a message designed for making corporate apparel.
- If your brand is feminine and glamorous ... marketing to a soccer team might not work as well.
- Location matters too
- Local youth sports.. bulletin boards / Hand Outs, YES
- Paid Google search .. NO
- Skater t-shirts - Facebook, YES
- Church bulletin board, NO
What is your Goal?
Set a number of sales, revenue earned, number of new customers. Essentially answer the question.. "If i can earn $X then I would do this marketing again"
Stage 2: Set Up
Creative
Do you need art? Images? pictures? Video? How will they get done? What are the specs?
CTA
What do you want your prospect to do? Visit website, call you, attend an event.
Offer
What is the specific offer? Why are they going to follow through with your CTA? Coupon, deal, special, freebie
Shareable
Get the best bang for your buck. Make it shareable... website, social, email sign up, Facebook page like, etc.
Stage 3: Create
Sketch it out
Briefly sketch it out on paper/computer. What will it look like? is it just text? Have an idea of what your marketing content will look like. a concept.
Well Designed
Your art should meet requirements of ad needs. Always overshoot on quality, you don't want poor quality in your design, art, pics, etc. Don't DIY if not in your skillset
Matching pieces
Be sure your images, colors, fonts and word styling all match. If your images look casual, be sure your wording/brand is. If it feels corporate, don't wear flip flops in the video
Free of Typos and poor grammar
Stage 4: Execute / Test
Usually this is a stage where you take your first shot (or shots) and see how it works out. You aren't always looking for a massive win, but signs that this is the right direction.
If you plan to advertise in every local park for sports apparel, start with one and see how it works.
If you plan to advertise on Facebook, start with a couple of ads with different offers or images and a small budget. Once you see its working, bump up the budget.
Step 5: Revamp or Scale Up
Two things may have happened here:
-
Marketing landed somewhere between terrible failure and below your goal. If this is the case, revamp your ideas. Try something different. Try a different offer or goal.
-
SUCCESS - if this happened don't mess with it! Spend more, scale it up, and keep an eye on it until it reaches max potential.