As the CXO of a multi-national corporation, you experience marketing in a completely different way than a regional or local storefront. You need to think not only of the big picture, but of how to connect with local demographics in order to increase sales. To do this, you need to strengthen the bond between your brand's global, national and localized marketing. Here are several important variables to keep in mind and to potentially implement into upcoming marketing campaigns.
Retail marketing is all about connecting with your customer beyond a consumer to business level. The most successful forms of advertising connect, in some shape or form, on an emotional level. When considering advertisements you have seen, the commercials with the greatest ability to influence and remain with you are those that touch upon a part of your life. To better connect with your own potential customers, you need to develop this bond. One such way to do this is through localising your company branding, which becomes more viably successful with the help of marketing resource management.
Digital. Print. TV. Radio. There´s an endless choice when planning how to spend your media budget. But how do you know which combination of media will provide you with the biggest return on your investment? As with many things, it comes back to excelling at the basics. Follow these fundamental rules and you'll create a solid media plan.
Increase Your ROI
Most businesses will have a specific regional demographic. Whether you are a pure e-tailer or you have brick and mortar stores you will be drawing potential customers using your website, social media and other marketing channels. This means that you should harness the power of localised marketing. If you haven't yet, you are most likely spending far too much on advertising and not getting the results you want. By adding geographical information directly into your online marketing material you may increase your return on investment.
For retail marketers, being agile is all about putting data to work; to constantly source new opportunities or solutions, to deploy campaigns and testing strategies quickly, to assess the results in real time and to make changes rapidly where required.
A high-functioning agile marketing team can run multiple campaigns simultaneously. Equally as important, agility gives you improved optimisation capabilities: the ability to spot where changes are needed and to activate those changes right away.
Imagine a potential customer encountering your retail brand for the first time.
That customer wants to know your story. They want a snapshot of what you’re all about. Their time is precious - so if they are going to spend any more of it finding out about what you have to offer, they need a reason for doing so.
So how do you open that conversation? There are a hundred and one things you could start with - from the exciting new additions you’ve got lined up for this season - right through to the special event you’ve got lined up in a few weeks’ time. But as with any conversation, it’s almost always worth starting off with the essentials: what really matters to your audience - and what sets you apart.