Don’t “Blow” It – Plan Ahead on Your Marketing Campaign

Last month my shoes finally decided they were not providing enough stability. My knees were returning to having nightly pain. So I grabbed a pair of tennis shoes that I had purchased on clearance. They were a reputable brand but just didn’t seem to be cutting the mustard and I began to feel like the little pig who build his house of straw – Everything was being blown down. I’m wogging (Yes wogging – That is jog/walking) the Detroit Half Marathon at the end of next month though and I really need to make sure my feet and legs are prepared.

That is why I decided to hop over to Running Fit today at lunch. My knees had clearly reminded me what five months of physical therapy last fall taught me – Get good shoes! So jiggidy-jig-jig off I went to get a new pair of stability running shoes.

While I was checking out, I noticed this marketing campaign flier:

Being into social media, I thought it was an interesting idea. So I grabbed a copy to take back to the office.

The Shop Arbor Hills marketing campaign helped me ask lots of questions. Ultimately though I wondered, was this a well thought out campaign or simply a solution in search of a problem? Did their marketing team sit down with complete shopper demographic information, market research and a goal, or did they simply say, “Selfies are hot right now. This would be a great way to get some increased website traffic, improved awareness for the mall AND free publicity.”

When I got back to the office I did some research. I wanted to know – How old are most individuals that take selfies. I know I abhor them. As coincidence would have it, I found some information. According to a small study done by Selfie City, selfies remain largely the domain of young people. Statistically speaking, the median age of a selfie taker is 23.7.

Finding that information though prompted more questions. Was that information considered when starting the campaign? Does that demographic fit with those who shop in the mall? Did their marketing team figure out the percentage of people ages 25-34 or 35-44 that take selfies? Did that matter to them?

I checked out the Shop Arbor Hills Facebook page and also their Twitter feed. Since the start of the campaign I did not find any selfies. Nor did I find mention of their chosen hashtag on Twitter. It is still a very young marketing campaign though, so perhaps it’s not been seen by many. I will be interesting to see how it plays out in the market and who will participate. I’d sure like to know if it will give them their desired results.

This experience though reminded me of an old nursery tale, the Three Little Pigs. The last of the three little pigs knew best; Carefully choose the best materials for the strongest house, since anything less can be blown away quickly and easily by the big bad wolf! It is the same with any new marketing endeavor. For the best results, do your research, gather your information and prepare the foundation for your marketing campaign. Doing so will net you the strongest campaign with the best results.

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