Have you ever begun a marketing campaign and fell flat on your face in the process? You had amazing advertising, and your store aesthetic was exactly what you envisioned, but the campaign was a failure. But you were committed to your campaign and brand, so why? Your customers really enjoy your offerings but still no sustained growth. A successful marketing campaign is not always about the best ads or the best offerings. It's about growth. And yet, all that effort and still no growth. At this point, you may be talking in circles trying to figure out why you failed. The answer is simple. You have missed your target audience--for one reason or another.
Even though you marketed on the internet, passed out business cards, ran radio and TV ads, as well as did a newspaper article and mailout flyers to local customers, you still cannot get the proper exposure if your marketing is not constant, at the wrong time slots, too fragmented, too concrete, etc. etc. etc. But let's say you are doing a great job of reaching your target audience, then the main reason you have not seen growth is maybe your marketing lacks a creative approach. Create drama in your campaign. And I am not talking about Jersey Shore drama. Here is an example.
I am building a Shopify store for animal toys and products. So, here are a few marketing examples I intend on implementing in my Shopify store to help create drama.
1. Upon their first purchase, I intend on sending a personalized letter to every customer thanking them for their business. This will set me apart from my competition.
2. For monthly subscribers and frequent customers, a personalized "Christmas" toy for the continued support will be given or gifted to each customer. It doesn't need to be much but something like this sets you apart.
3. I will be offering the ability to customize boxes and provide feedback. This will allow subscribers to personalize their own experience and get desired pet products each month. I will keep the reins on the number of offerings in subscriptions boxes so personalized boxes don't turn into an Amazon shopping cart.
4. Monthly or quarterly email newsletter--discounts and special offerings will be provided to the email list to give a feeling of exclusivity and involvement. My email list will also allow me to target customer who have not purchased in a while and send them a special offer or a personalized letter about exciting new offerings.
5. Even though the majority of my business will be online, I will be hosting local events at dog parks handing out business cards and showing off samples. With something like this, consistency is important. Monthly or twice a month will be needed. It will also establish a community familiar with me personally--great additional marketing and will help your online presence with photographs and videos.
6. Lastly, I am tying all of my efforts into a strong cause. Not only will my products be environmentally safe, but I will be offering donations for the purchase of service dogs. The first person on my donation list is a personal friend who is a quad amputee. Attaching a strong cause like this is not only amazing for the people you are helping, but it also helps your image and relatability.
I plan on using all the above marketing to frame all my ads. I will place a sad dog against a happy dog. Customizable boxes vs. normal online pet purchases. Speak to the nature of the environment and speak about the importance of smart choices with your pets. Show older dogs enjoying our products, etc. etc. etc. What I am trying to accomplish is drama. Without my products, dogs aren't the same, and without dogs, humans aren't the same. So, take care of your dog and your dog will take care of you. Create the need for your product and be unique with how you align yourself with your customer. Best of luck on finding your own creative approach.
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