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Marketing is complex enough.
It seems we are bombarded by dozens of terms from all over the place. We are also bombarded by so-called best practices originating from dozens of people. Some of these so-called best practices are good. Most are mediocre. A few are really bad.
In reality, you only need two words to increase your sales and profits: reach and relevance.
Reach is simple and well documented. Basically, the more distribution a brand has, which means the more people it covers, the higher its market share. A lot of follow up research proves the same point: the more people you reach, the higher your sales.
Relevance is the other “R” word. Authenticity doesn't sell. Awareness doesn't sell. Even liking or emotional engagement doesn't sell. They are icings on the cake. And the cake is called relevance.
How do you establish relevance? You need to do quantitative research among your buyers and your non buyers. But unless your advertising shows relevance, all the reach will be in vain.
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