Video Transcript
So guys, what I'm going to share with you are three components of marketing that, if you're not applying this to your marketing or you’re buying marketing from someone and it's just ineffective, this is why. There are three things that you must know about every marketing campaign. None of these things are more important than the other but if you have one of them incorrect, they're all incorrect.
So the first thing is, you must know the market that you’re trying to communicate with. Your marketing must be for a specific market. If it is not, it is ineffective. The message that you are conveying must correlate with that market. And finally, the media that you convey it through must be suitable. That forms a triangle.
Much like a fire needs its fuel, oxygen and heat to exist--you move any one of those and the fire goes out--it's the same in your marketing. So, for example, if you want to access Australian males between the ages of 50 and 65 that are of very high net worth, Facebook’s probably not going to be the jam, in terms of media, but The Financial Review is. Consider that when building out media.
When you consider message, use their language. If they have a type of tone or words that they like to use; so, for example, if you want to target trades people, use trades people’s language. If you want to target young people, use young persons’ language. And finally, the market: you must be clear on it. Because if you don't, it just becomes unclear in the other areas. So I'd encourage you, right now, look at what you have done in marketing, determine what the media was, the message and subsequently the market that you were trying to tackle, and break down where the gaps were.
Let me know how you go. Speak soon!