By Jacqui Breger Founder and CEO of Miracles & Marvels LLC
At initial meetings with many small business owners, I often see the disappointment in their faces when discussing their marketing efforts thus far. They have tried numerous endeavors, only to find that their ROI (return on investment) is dismal to say the least. However, they still pursue various avenues, hoping that if they throw enough against the wall, something will stick… something will be the magic formula generating high‐quality, frequent leads, hence turning their business into a huge success!
These success stories are not a figment of your imagination – “they do exist” (as per the M&M commercial aired every holiday season since 1996). There are companies or service professionals who are generating more leads then they can handle, the million-dollar question is how?
The truth of the matter is that there is no universal magic formula. Each company and each service provider is unique and has to create a unique brand identity within the market. But just like any magic trick, there is always an approach, always a methodology that blurs the lines between perception and reality. Same is true for a successful marketing campaign. Any successful marketing campaign that you have witnessed did not happen by accident. Each step was carefully thought out and strategized, just as in a magic show where each move, each prop, every change in lighting, staging and movement is done to enhance the effect of the trick, so too is each step of every successful campaign.
Our instant gratification society has led us to believe that we should see immediate results or deem it a failure. Those that are successful know that each and every marketing campaign takes persistence, perseverance and a certain amount of time to generate success. It takes time to build your brand recognition and identity, to strategically implement a successful campaign and to gain customers’ trust and loyalty. The M&M commercial which has aired each holiday season for eighteen-years is a perfect example of such.
Throwing something against the wall and hoping it will stick will not create a truly successful marketing campaign. Success comes through a carefully strategized targeted approach encompassing multiple media sources, a robust online presence, consistency, immense creativity, patience and perfect timing. If this strategy is designed just right, you can sit back and enjoy a spectacular show!
Jacqui Breger is the Founder and CEO of Miracles & Marvels LLC, a locally owned, full service marketing, advertising, PR and web development firm offering comprehensive coaching services, a la carte services or anything in between. Her firm specializes in integrating a strategic comprehensive offline multi-media and online digital campaign creating successful results for their clients.
Miracles & Marvels LLC