Marketing — Art or Science?
As marketing consultants, we’re privileged to be meeting with a variety of different types of businesses and organisations every day. One meeting will be with a law firm, the next with a plumber, the next with a national not for profit. Each of them operates in different industries, have different life stories and different approaches to marketing, yet they all ask the same question; How do you know if a marketing campaign will work?
Many see marketing as an artform – something that requires gut feeling, intuition and creative thinking. While other’s see it as a science – a logical thought process that can be followed to achieve definitive results. What do I believe? I believe marketing starts as an art and becomes a science. Let me explain.
If you’re new to marketing, it is near impossible to determine if a marketing campaign is going to work for you. Anyone who tells you they can may suffer from a case of over confidence. I believe successful marketing is when advertising generates enquiries at a cost that is manageable for the business (ie does the cost of acquisition fit your business model). As a business owner, I’m often amazed at how advertising initiatives I expect to work don’t, and vice versa. Over the past 5 years I’ve become increasingly convinced that marketing is all about trial and error, and measurements. Nothing more, nothing less.
After comprehensive trial and error with different adverts through different mediums, you will start to get a really clear picture of how your marketing works, enabling you to make data driven decisions. As an example, at Helium we know when advertising our One Day Website offering on radio, we can tell you:
- our ROI as an exact percentage,
- how many days it will take a listener to take action,
- how long it will take them to make a decision, and
- how many of those people will say “yes”.
While I can’t share the specific figures, I can tell you they are indeed precise. When you reach this level of specificity you know your marketing has graduated to “Science Status”. It takes years of trial and error to get to this place, and sadly there are no shortcuts for bypassing the investment of time and money.
Sadly it seems for most businesses to justify spending on advertising they need to be in decline, however at this point it’s too late. The cash reserves have already been burnt, time is of the essence, and the client needs to hit a home run to revive the business. This includes the law firm who has relied on word of mouth for 20 years but is now doing it tough for the first time, the plumber who has enjoyed years of fruit from a preferred partnership which has come to a close, and the not for profit who has an ageing donor base.
At Helium, we believe in helping the underdogs who are exceptional at what they do but need help to rise above the rest. If that’s you, we’re here to help. Just don’t wait until it’s too late.
Over the coming weeks I’m running a series of free marketing workshops looking at 6 Marketing Secrets and 7 Sales Levers to help take your marketing from an art to a science. It’s free and there’s no obligation. I’m simply hoping to demonstrate how we can help, so you can make a decision on whether we’re a good fit for you.
If you’re interested, simply follow the registration link below to reserve your seat (sessions are limited to 8 participants).
6 Marketing Secrets: https://www.trybooking.com/book/event?eid=511370&
7 Sales Levers: https://www.trybooking.com/book/event?eid=514885&
I hope you to see you there.