This week I have been writing an article on what makes a good workplace pension for a client. Unsurprisingly it concludes that what makes a good workplace pension for one saver may not work so well for another.
It reminded me how many times during my career I have been the lone voice in a room asking about what the audience/consumer wants during the early stages of the formulation of marketing and PR campaigns.
Like workplace pensions, what is a great marketing campaign to one consumer may completely miss the mark with another. Yet too often marketing campaigns are formulated solely around what the business would like them to portray without in depth consideration about the needs and preferences of the end consumer.
Rather than rushing in, it is important to make sure you really do your groundwork before starting any campaign, or a new stage of an existing one. Make sure the message you want to portray is well received by your target audience and that your plans reflect how they like to receive content.
For some full-blown market research may be prohibitively expensive. However, smaller businesses may be surprised how affordably a good marketing consultancy can do some basic research to make sure your campaign’s objectives and delivery hit the mark with your target audience.
The best designed and produced marketing campaigns in the world will not have the desired effect unless you have done your homework.
Brandon Consulting Services Ltd 