Every week, a majority of the DesignWorks digital team gets together on Friday morning to talk about news they found important or interesting that week, tips & tricks we think can be helpful to clients and prospects, a couple jokes, and enjoy a cup of whatever feels right for a Friday morning. We can linger on certain topics for a while, so "Drinks & Thinks" is a boiled down version for you to enjoy.
On My Mind This Week:
Where is your ad money going? Are your ad dollars actually having an effect on your top line? Are you spending the right amount of money in the right place? Every marketing professional has some pretty serious opinions on all of these questions - including me! That being said, I won't use this as a platform to praise or dog on any given ad distribution method (if you're into that, lets get a drink and have some spirited discussion). What I am going to admonish is not doing homework as to what platform does work best for you and your business. Test ads on different platforms: TV, Facebook/Instagram, radio, Pandora, Adwords, billboards, yard signs, aerial advertising, door-to-door sales, sign spinners, a streaker interrupting a fútbol game with your logo on their back, wrapped vehicles, promo products, YouTube, influencer marketing, mall signs - and those are just all the basics. Then, as you explore what works and doesn't work, you have to start taking cost-to-benefit ratios into account so you know what is truly best for your business. It's a long process, but if you're in it for the long haul, it's a worthwhile investment.
(If you read week-to-week, sorry for ditching the automation talk. I will return to it soon!)
Take an inventory of all the forms of marketing you currently participate in. Evaluate what's working and what's not working (if you're partnered with an agency, they should gladly provide you some results). If everything is going perfectly - great! Figure out what the next platform is that will yield more great results. If you have a medium that is not doing well, experiment with different budgets, creative, and targeting to see if you can increase performance. If your effort seems to be in vein, then take the budget from that platform and start experimenting in other places to see where you get the best bang for your buck.
I'm not going to lie - there is considerable time and effort required to experiment in other places to get the best bang for your buck. Why? Because it's not about just throwing a ton of money at something and seeing results. The more refining you can do, the farther your money will go, the better for your business the ads will be. So be patient and enjoy the art of experimentation. Or, if you're not about that, we can help (shameless plug, I know).
What's up with the team:
Favorite App: GIPHY
Favorite App: Pinterest
drinking: office coffee
Favorite App: Felt Cards
From Felt Cards: "Remember how awesome it felt to receive a real, handwritten note in the mail from a friend. We’re bringing that feeling back. Now you can handwrite and mail Thank You cards, in your own penmanship, along with beautiful square photos from your iPhone. It’s snail mail, reimagined for the modern world. You’re welcome!"