5 Questions to Determine if a Marketing Program is Right for You
We spend a lot of time listening to clients in order to fully understand their objectives. Often these conversations start with some pretty interesting marketing ideas. One of our jobs as program managers is to evaluate each activity to determine its potential for success in terms of meeting your marketing objectives.
When you take the time to evaluate marketing programs in this way, what you’ll find is that a great idea or opportunity doesn’t always equate to a great marketing program. This is particularly true of great offers that come from 3rd party sources.
The best, most common illustration of this is the last minute availability of advertising space at a substantial discount. The usual story is that another advertiser didn’t have their materials ready. Because the editor doesn’t want a hole in their publication, the sales rep can offer you the space at a significant discount – if you act quickly. On the surface, this can certainly seem like a tremendous opportunity, but if advertising IN THIS PUBLICATION isn’t already on your marketing plan, why would making a snap decision to do it now seem practical.
To determine if a marketing idea or opportunity is right for you, consider the following questions:
- Will this opportunity translate into more sales opportunities?
- Does this opportunity focus on reaching my pre-defined target audience?
- Do I have a follow-up plan for maximizing the potential of this opportunity?
- What will I have to give up in order to take advantage of this opportunity?
- What will I lose if I do nothing?
Evaluating your marketing opportunities in this way can help you avoid making rush decisions and wasting money on programs that produce little or no results.
