By Teresa Owens
Brand Manager, Lessiter Media
towens@lessitermedia.com
262-787-8784
Marketing isn’t about perfecting one promotion.
It’s about designing a campaign that works as a whole, where each piece supports the next.
Too often, we focus on creating that one great promotion we think will drive all the sales, and we’re too busy to step back and see the full picture and think about the customer journey, which isn’t the same for prospects and current customers.
When a promotion doesn’t get the clicks or orders we hoped for, we call it a failure. But was it really? We tend to focus on what happened last — the email, the ad, the phone call that closed the deal. Many conversions don’t happen because of a single promotion. They happen because of the campaign and product branding behind it: repeated exposure, consistent messaging, and credibility built over time.
I love analytics and clear measures of success, so I have to remind myself that sometimes results are more about context than the promotion itself. Take a booth at a show, for example: if booth attendance was low, was it the booth that failed, or were people just unfamiliar with the product? Or consider an email that gets credit for an order: the click might have come from the email, but the real reason they engaged could be because they saw the product first on social media.
Marketing isn’t about perfecting one promotion. It’s about designing a campaign that works as a whole, where each piece supports the next.
Here at Lessiter Media, we build detailed plans with the end in mind, designing customer journeys consisting of email, social media, phone, SMS and more. All working together to build awareness and reinforce our message to drive results.
The graphic below shows why the last promotion rarely tells the whole story. If you’re looking to connect with your audience in a more strategic, long-term way, drop me a line.
