June 11, 2015
You already know that no matter how good your product, you need to be doing some type of marketing to try and drive sales. Whether you’re trying to build awareness of your brand, get consumers to try your product for the first time, or turn them into repeat purchasers, you have to be doing something to keep your brand out there in front of them and in the forefront of their minds.
There’s numerous ways you can do this and all are dependent on what your products are, who your target market is, and what your business goals are, but regardless of what marketing you do – my question for you is how do you know that what you’re doing is actually working?
There’s an idea in marketing that’s talked about a lot which is that many people simply do what they think is best – ‘throw spaghetti at the wall’ – and then afterwards evaluate it to see which ideas or which marketing efforts stuck. Put another way, they throw spaghetti at the wall to see what sticks. (Ironically, this business idea is actually a take off of the old adage from the food world that the way to test whether or not spaghetti is really done is to toss it on the wall. If it sticks then it’s ready but if it slides off then it’s not).
Here’s the problem that a lot of entrepreneurs run into though. They toss spaghetti at the wall but they never go back later and see what stuck. Of the marketing they did, what ideas or campaigns actually yielded the desired results and which went nowhere. This is an important question so that you can make sure that you’re spending your marketing time and marketing dollars in a way that is bringing you the best return-on-investment.
As I’ve said before, one of the great things about being a small company is that you can be nimble and try different things. But afterwards you should be operating like a larger company and make sure you go back and evaluate what happened so that you can work from simply throwing spaghetti to throwing spaghetti with confidence that it that will stick.