Before you spend six figures on marketing, answer these questions
Large budgets do not fail loudly. They fail quietly, spread across a year of reasonable decisions.
3 minute read
Who specifically is this for. Not a demographic. A person with a situation, a trigger and an alternative they are currently using. If the answer is broad, the spend will be too.
What do they believe right now. Marketing does not write on a blank page. It arrives in the middle of an opinion the buyer already holds, and the job is either to confirm it or to move it. Those require different money and different work.
What is the one thing you want them to do. Not awareness. An action, with a time attached. If the campaign has three goals it has none.
What is a customer worth. Over the first purchase, and over two years. Every other number in the plan depends on this one and it is the number most often guessed.
What happens to the people who do not convert. In most plans, nothing. That is usually where the largest recoverable loss sits, and building the follow up costs a fraction of the media.
If those five answers are not on one page and agreed by everyone spending the money, the budget is not a strategy. It is a hope with an invoice attached.
Have something interesting?
Bring us the problem.
You don’t need to know which service you need. You don’t need to have the strategy figured out. Tell us what you are trying to accomplish. We’ll start there.