Direct vs Indirect Marketing
Marketers and club operators know all too well the challenge of tracking and measuring response rates that lead to conversions.
Comedian Ron White is known for saying, “It’s not that the wind is blowing, it’s what the wind is blowing.”
In marketing, the channels we use are the delivery mechanisms for our messages. They're just the wind. The real concern must be on the messages the wind is blowing. And most importantly, these messages must be relevant and impactful.
Marketing has evolved into a highly personalized, relevance-driven process where the one-size-fits-all approach diminishes brand perception and hinders ROI. If the audience isn’t known, how can personally relevant messages be crafted?
Profitable marketing does not happen when the approach is based on gut instincts and anecdotal theories. A process that prioritizes data over channels is a winner every time. Dedicate time to learn about your members’ lifestyles, spending habits and hundreds of other geo-, demo- & psychographic elements that identify the personas for those the brand connects best with. Then, find their local, non-member look-alikes and engage them with the right messaging on the right channels.
With this approach, spend can be reduced and waste can be eliminated because multiple messages are refined for the segments that are most likely to convert. Compare this with a larger budget needed to reach a larger audience, many of whom are not interested. Only from an informed perspective can a club choose who to target, with what message, and via which channel(s).
Data first, message second, channels third. Successful, smart marketing processes learn who to target before anything else is put into place. We use this process methodology month after month and see how it is helping our clients achieve profitable marketing results.
If you want to make data-driven marketing for profit the cornerstone of your marketing plan, be sure to get the help of experienced professionals.
Get in touch with questions and comments.