Ahh…the Thanksgiving feast. It takes hours to prepare but only minutes to
consume. Why do we spend so much time
preparing something that lasts such a short amount of time?
Necessity.
You can’t pop a frozen turkey in
the oven and expect it to come out juicy and thoroughly cooked in an hour any
more than you can expect to whip up a direct marketing promotion on the fly and
expect your audience to respond. You
need to think ahead.
Thinking ahead means devising a
plan. Who will your “guests” be? What are their preferences? What are their needs? What have they consumed in the past? Your offer should tailor to their specific
tastes and histories.
Thinking ahead also means getting
your timing right. Offering a special
discount? Make sure you build in enough
time to allow your audience to receive your offer and respond. Doing an annual fund drive? Think about psychological, financial,
seasonal, and historical facts that could maximize interest and response.
The end result for any
marketer--and any Thanksgiving cook--is to elicit the
appropriate “oohs” and “ahhs,” which can be achieved only with the right
planning and preparation. And that’s
something everyone will be thankful for.
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