Setting goals in your marketing and advertising is paramount. Without a goal and some objectives your agency and marketing team has no where to focus their efforts, their expertise, or analyse their experiences. Through Ball ReShift we find that once the goals are set, and all sights are on success, the work has only just begun.
Is there such a thing as a true overnight success? Probably not. Often what is considered an overnight success can feel more like the longest night of your life. Anything worth achieving takes effort, education, experience and sometimes more.
We find that getting to the lofty goal can take breaking your marketing directives down into bite-sized pieces. For example, infusing your monthly or bi-monthly promotions with one or two of your brand directives is more effective that trying to employ numerous messages all at once.
Inundating your audience with too much, too soon can be overwhelming. As a result they may shut down or turn off to your messaging. This applies to end consumers in your retail business, as well as franchisees and internal teams.
For OPA! of Greece, Ball implemented a brand re-fresh strategy that included an ongoing plan of framing in-store promotions to inform the customer of OPA!’s bold offerings and benefits. Each promotion proved successful as customers responded immediately, and over time have really connected with the brand.
Infusing your on going promotions with brand driver insights will have customers learning more and more about your brand, and solidifying your relationship with them over the long haul. It’s all about building a brand by taking bite-sized action resulting in long term traction.
Simon Lileikis. President & CEO – OPA! of Greece