Marketing Strategies: Four Keys to Making Yours Work

by Louise M Moore

So, you are excited because you have discovered the perfect marketing strategy for your business. But before you get too overjoyed, take time to sit down and do a full analysis of your strategy to ensure its success. The worst thing you can do is have a really great marketing strategy only to have it fail because you didn’t properly evaluate it to determine exactly how this new strategy fits into your marketing plan.

Some primary areas you need to focus on include your marketing plan, target market, SWOT analysis and frequency.

Marketing Plan
Whatever you do, always have a well written marketing plan. A marketing professional can help you with this or you can find examples of marketing plans online and follow the template to create your own. Remember, the Holy Scriptures say to “write the vision and make it plain.” That includes the vision for your music ministry. So, let this be the very first thing you do to ensure success.

Target Market
Within your marketing plan, you will identify your target market or those consumers that will buy your product or service. For example, if your product is compression stockings, then, your target market will be different from that of a company that sells sheer, bodyshaping pantyhose. You would need to research consumers who might have certain medical problems or edema causing them to have to wear special hosiery. Then, you would have to find out where they purchase compression stockings. Once you identify your customers and their buying habits, then, you can proceed to pinpoint the best media with which to reach them. The best medium might be a particular trade magazine, website or radio program. Know your customers inside and out and impact them in every medium that is relative to them.

SWOT Analysis
You should always explore the Strengths, Weaknesses, Opportunities and Threats of your marketing strategy. What is it about your project that makes it great? What does it lack? What opportunities are there and are there any threats involved? Be as objective as possible when answering these questions. It will pay off later.

Frequency
When I was a radio marketing consultant, I had corporate clients who clearly understood the importance of placing ad buys with frequent rotation in order to impact listeners. But there were always those clients who thought that one or two commercials a week would literally bring the masses to their business. Not so. I remember declining a particular client because I knew his money would be wasted with one commercial spot a week. Eventually, this client decided to do a higher frequency ad schedule which resulted in better results. But, whether you’re using radio, TV, direct mail or Internet, frequency is the key. Don't have unrealistic expectations for a one-time ad placement. Commit to frequency in your marketing and see the difference. It may take several impressions before your audience is ready to buy your product or service but the more they see your ad, the more credible you will become.

While all of these factors help in making your marketing strategy work, do not be afraid to re-evaluate your plan periodically to see if changes or adjustments need to be made for better results.