How Cleaning Your Tub is Like Marketing Campaigns
Yesterday I wrote about how I clean the tub. I had the thought the other day about how this makes a good analogy for marketing campaigns.
The first step I take is that I get the sides and bottom of the tub wet. - You need to figure out how you're going to introduce the customer to the product you are marketing. Telling the customer about the product can be done a ga-gillion ways and through a zillion different channels. I think more and more people are turning to the internet to find and learn about products, but not as many companies are following the consumers over to the internet. The part of adding the water is very important. The water is like the idea of your campaign. It's really all about the idea. What is the main idea behind all the advertisements, pr, etc. that people should come away with. Just like cleaning the tub without the water, without an idea, the campaign won't work.
Then I somewhat generously sprinkle a cleaning product, such as Comet, around on the tub. Sometimes I just let the cleaner sit for 5-10 minutes. Sometimes I rub the cleaner around the tub to make an even layer in the tub and then let it sit. - You need to study the market, gather data, and do a few tests. I used to live in an area of the US that companies would use as a test run for new products. Why create a million bottles of your new soda product if you can test it out first in a couple of statistically average towns? That's what Pepsi does.
It's time for some elbow-grease now. I usually use one or two small rags to scrub and scrub. Since the cleaner has been working while you've been doing other things, it'll be easier to clean. - This is where you finally get to marketing that product. This is after all those tests, focus groups, and 22 revisions that you've done. A lot work has already been done. But if you've done all your preliminary work, getting the campaign to really rock shouldn't be as difficult, awesome!
I've noticed the more frequently I clean the tub, the more the grime just wipes off. -Â When you're marketing something, at first it may seem like you aren't getting anywhere. But after a while, and if you keep it up, things start to work out. You start to see some progress.
Things can be over done as well, though. I don't clean the tub everyday. I clean just often enough so that it stays clean. Marketing campaigns are not everyday things either. You want to stay in the customers mind but not get annoying.
Let me know what you think, leave a comment below. And don't forget to do a little sharing on facebook, twitter...
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