The web site launch went okay with the TV show airing a segment on the product. This increases the awareness of the product amongst about 500,000 viewers. That’s terrific. Sales were slow and didn’t quite reach 50.
When you measure your marketing campaign, don’t say what I just did… “increases the awareness of the product amongst about 500,000 viewers. That’s terrific.”
Awareness is nothing!
That’s just a lie that marketing people make up to cover their butt when we fail!
The only thing that matters in your marketing is sales. Awareness is great…….but only if that awareness generates sales. Awareness by itself does not pay the bills.
Your marketing needs to differentiate you from your competition in a way that is important to the customer. If it is important to your customer that they get great value for money, then demonstrate how they’ll get better value for money from you. If it is quality that’s most important, then show how your quality is the best.
Give the customer a reason to buy
And then ask them to. That’s called a “Call to action” and can be as simple as saying “Phone now to buy!”
Awareness is nothing. Sales are everything. Sure, people can’t buy from you if they don’t know about you. But sales is the one and only true measure of marketing success.
Anything else is just fluff.