You’ve probably heard of the 5Ws and H – they’re the first questions asked on any cop drama or during any reporter’s interview. But they’re also an excellent guideline for honing your marketing strategy in 2018. Sometimes the best plans start with the simplest questions. At King Media, we use these questions to guide our branding, marketing and campaign strategy – and they’ve paid off, with both unprecedented client success and multiple international awards in 2017.
1. What problem does your product or service solve?
You might lead your marketing with what your product offers – but consider putting the customer first. What problems do you solve for them? This is a great time to ask your front-line customer support team for input – they’ll often have great insights.
2. Who needs your product?
This may be a very specific audience – a 25-year old foodie, for example – or it may be broad. Think about where your ideal customers live, what they do for a living, how they spend their free time, their age and family status – all these factors affect both where you choose to reach them and why they should choose your service.
3. Why would they choose you over someone else?
There is always something that makes your business stand out, a reason why customers choose your product or service over competitors. Your special sauce may not be one thing, but a unique combination of what you offer. What is that sauce? And how can you communicate that to current and potential customers?
4. When and where will they find you?
Digital versus traditional is just the start – your audience demographics, geographic area, specific offers and selling cycle will help you determine which tactics will reach your audience at the right time. And for many campaigns, a blended approach, incorporating both digital and traditional media tactics, is the true way to move the needle for your business.
5. How do you keep them coming back?
Keeping a current customer is far less expensive than gaining a new customer – so what are you doing to keep your customers coming back? Do you offer a loyalty program, a special discount or a referral incentive? That commitment to serving your current customers first will help you stand out among competitors, and only adds to your brand’s value.
These questions have helped us craft award-winning campaigns across nine categories. Even better – they’ve brought incredible success to our amazing clients. Looking for help with your marketing strategy? Contact us for a free consultation!