ORLANDO, Fla. - The success or failure of a marketing campaign often comes down to the basics, according to one expert.
Grant Johnson, president of Johnson Direct in Wisconsin, told Credit Union Journal’s Grow Show that the first three questions that need to be asked when creating a marketing campaign are, What is your business?, How do you define results?, and What are your core competencies?
And be careful about placing too much emphasis on consumer surveys, Johnson cautioned. He noted, for example, that while it seems the trend is toward healthier diets, Big Mac sales have never been higher.
Johnson advised credit unions to “get away from that mass media model and from being creative-driven to being strategic-driven.” He said that just because it’s creative and getting people talking, doesn’t mean it generates sales. For example, he noted Taco Bell scored a creative victory with its campaign featuring the talking Chihuahua. In fact, in 1999 Taco Bell was awarded two Gold Effies for the breakthrough advertising. But the real results were that 1999 sales were flat, and in 2000, same store sales were down 6%. The Chihuahua campaigned ended in July of 2000.
“Marketing must include sales,” Johnson said. And research when planning a marketing campaign, is critical, he said. “Research is boring, but let me tell you, it’s way underutilized today. What doesn’t work in marketing today? Customer service–lack of it–doesn’t work.”
As for the type of media that is most successful, Johnson said there isn’t just one. “Any media can be effective if it’s done correctly,” he said.
