I love to give gifts. Part of it is seeing the joy that the recipient expresses, but part of it is the process. Finding the perfect gift for someone isn’t easy and shares a lot in common with the marketing process.
First, there’s the research into what the recipient likes and how he spends his time. What’s a day in his life like? Is he a workaholic? A teacher by day but writer by night? Doting Dad of two? You need to understand what makes the recipient tick in order to give a meaningful gift.
Sound familiar? Studying a potential gift recipient is a lot like creating a buyer persona or understanding your customer. Step into your prospects’ or customers’ shoes in order to understand what they truly need. What would make their job a little easier? How can you take some stress out of their life?
After doing your research, you need to keep your budget in mind. Sure, it would be great if you could buy everyone a dream vacation or a MacBook Pro, but that’s not always feasible. Don’t be disappointed with your lower budget; just change your level of thinking. Does your friend love to travel? Pick up a scarf with multiple uses or a great travel bag that will be perfect for her next trip.
The same way of thinking holds true in marketing. Budget is always something to keep in mind no matter what yours is. Figure out how to maximize your exposure and effectiveness with what you have to spend. Maybe you can’t afford a digital billboard in Times Square, but you can afford passing out flyers about your new pop-up shop to those in the area.
Another way to expand your budget is to partner with others. So your brother and sister-in-law need a new washer but it’s out of your budget? Get together with family and friends to organize your gift-giving efforts. Everyone can contribute to a ‘new washer fund’ via a crowdfunding source or a group gift card to the appliance store.
The same practice works well in marketing. Partnering with like-minded businesses can expand your reach and your budget. Attend networking functions to find other businesses that you can help and vice versa. The important aspect of any relationship is that both sides are committed and both gain something. If only one business benefits, it’s not a good fit and the relationship won’t last.
Finally, evaluate the feedback. No matter how much you do your due diligence, sometimes you miss the mark. A gift is not well received or the recipient has no use for it. Make note of why the gift failed to live up to expectations so you can improve for the next occasion.
In marketing, sometimes your efforts fail. You can conduct ample research and maximize your budget but your campaign or project may not produce the expected results. Your customers and prospects are people, which means they’re complex. No matter how well researched your buyer personas are, maybe you missed one key aspect.
It’s crucial to examine your feedback so you can improve whatever part of your marketing is lacking to see better results in the future. That’s not always easy but that’s the topic of another article (actually the next one).
Who knew the gift-giving process could make you a better marketer? Maybe that’s why I enjoy it so much. Or maybe it’s because I love to make people smile. Or because I love a good challenge. Regardless, put some thought into your gift giving and marketing this Holiday season and you’re bound to see the results.
p.s. Do you know an entrepreneur or small business owner who could use some marketing help? Give them a gift that will keep on giving long after it’s opened. We offer gift certificates toward any of our services. Let’s talk about your recipient’s business, product or idea, so we can customize a gift certificate for you.
Picture: Danbo Santa Claus by Takashi Hososhima via CC BY-SA 2.0
CCC’s Chief Elf,