In a world where we are accustomed to immediate satisfaction, quick wins, and ‘celebrities’ capitalising on their 15 minutes of fame, it’s easy to become dissatisfied if you don’t see an immediate return on your marketing activity.
We all want results and we want them NOW!
But is that realistic and appropriate? Different types of marketing activity can have very different short and long term outcomes for your brand.
Where short lived activities (sales promotions for example) are vital and can be very efficient, it is long term and consistent activation to build brand fame that will ultimately drive growth and profit – all good things come to those who wait!
Getting the balance right
At Democracy, we build strategies in partnership with brands to make sure that we understand your business goal.
We devise strategies that change the way people THINK, FEEL and what they DO. Mapping our data driven and insight-led approach with emotional intelligence, we look to build deeper long term connections with the public. We do this by developing campaigns that create preferences as opposed to driving a one-off, impulse purchase.
Every good marketing plan will be a mix of fireworks and sparklers – the balance between long term fame building alongside shorter, call-to-action campaigns.
The reason some Heads of Marketing like a short term campaign is that they see a spike – in sales, site visits or engagement. However, that interest soon falls away and there is little or no emotional connection with the brand.
So what’s the right direction?
There’s no one size fits all approach when looking at your marketing mix – selecting the right approach to match your long terms goals is key.
Looking for long term brand building? Invest in creating an emotional connection with your audience and add value to their lives.
Need a short sharp spike? Invest in activation or sales based activity, making sure that you know your customer and can quickly and effectively infiltrate the customer journey. Make the experience personal and choose the right channels to amplify your messages at the right time and reaching the right people.
Still not sure on the right approach for you? Come and talk to us…