How to run a basic successful marketing campaign
Sometimes the wide range of marketing advice available can make it all look a bit confusing. However, basic marketing for a small business can be fairly straightforward. Here is the story of a driving school which undertook a well thought through campaign which gives you the anatomy of basic well structured marketing.
While many firms are falling over themselves to utilise the new marketing possibilities offered by social networking and the rise of the internet, this is not the case for every company. The tried and tested methods of getting through to customers and providing your message in an effective and worthwhile manner are still as valid today as they have ever been. It can be easy to get excited about the method of the message as opposed to the message itself. Reaching out to the people that you want to and providing them with the relevant information that they need to make an informed decision is still one of the best ways that you can achieve success in business.
You need to take on board that the methods of reaching people by the new social media sites are exactly the same as companies would reach out to clients in the past. Finding your customer demographic and targeting them in a known and deliberate manner has always been a cornerstone of marketing and it is as true today as it has always been. This means that businesses should be able to utilise this sort of promotional campaign as effectively as they could do with a Facebook or Twitter promotion.
The Behind The Wheel School of Driving in Shaker Heights showed that the marketing methods applied over the years, and now more commonly found on Facebook, can still be applied in the real world. The company aimed to reach out to learner drivers, which of course could mean drivers of any age but with respect to targeting a particular demographic, it becomes easier to target the people who are just becoming the legal age to drive.
The company new their audience
To find the people that they wanted to reach, the company bought a list of information that focused on children who were turning 15 or 16 in the near future. This was the age group that would provide them with access to people who would be interested in taking driving lessons and developing their driving skills.
The company then printed off 12,000 postcards, with 5 different backs. While the overall message of the front of the postcard focused on informing the recipient that driving was fun, the backs of the card were tailored to a specific location. The front of the car featured a Mini Cooper, the car that all of the pupils would drive while attending at the school but the back of the postcard provided localised information.
The company had sorted out their recipient list into different post code areas in the wider region. This allowed them to target potential pupils for their specific driving schools, as opposed to the larger school in general. This provided a very localised feel to the service and there was also a money off element on the back of the postcard.
The offer was to receive $10 off the price of the first driving lesson if the student book their lesson after receiving the postcard. The back of the postcard also contained the driving school schedule for the next few months, allowing the potential drivers to fit lessons in around their schedule before they even made a booking.
Once the postcards were being received by the intended recipients, the company noted that they were receiving an increase in the number of calls with at least half of the callers on a daily basis enrolling for the driving school. The company also noticed that they experienced month on month growth for people signing up with the school. This was explained by people weighing up their options before signing up and the benefit of the word of mouth promotion. The company also experienced an uptake of people who had not received a postcard highlighting the services the school provides.
While the demographic targeting for the postcard campaign could have been carried out on Facebook, the company believed that the physical nature of the postcard helped them to stand out from their rivals.