Why Marketing Should Never Be One Size Fits All

Lisa Schaetzel

Lisa Schaetzel About The Author

Oct 19, 2020 10:15:00 AM


Why Marketing Should Never Be One Size Fits All

Much like clothing, your brand requires a custom fit and not a one-size-fits-all marketing strategy. Brands that have a tailored marketing campaign perform better than those that do not. It takes five to seven impressions before people will remember a brand. Once they do, 82% of consumers feel more positive about the brand after engaging with customized marketing content. Sixty-one percent admit that they are more likely to buy from a brand that displays unique marketing ideas.






For maximum impact, you should have a marketing strategy designed specifically for your business.  

No Brand is Designed the Same

When shopping for clothing, you will find that one-size-fits-all does not exactly fit; it usually lies somewhere in the middle. It's the same for your brand. In developing your business, you have identified and maybe even geo-fenced your target audience, and your brand is as unique as you are. You don't want to depend on a marketing strategy that's somewhere in the middle. You need a campaign that is specific to your budget and to your marketing goals.

Learn More About Measuring Your ROI

To make the biggest impact, your business has to meet potential customers where they are. If you cater to men aged 30 to 40, marketing that may work for other audiences like TV advertising during the workday or afternoon snaps on Snapchat, probably won't earn you any new customers. Likewise, relying on the same marketing methods you have always used just because it's easy, most likely will not generate the best results either.  

The marketing strategy you employ must motivate people to buy from you. Because each brand is unique, a custom marketing plan will produce a better outcome, whether the budget and goals are extra-small or extra-large. 

Know Your Measurements

Just like with a new jacket, it’s important to get a clear picture of your business to come up with the best fitting marketing strategy for your needs. Your company's key performance indicators (KPIs) give a realistic picture of your success in terms of dollar figures and the overall health of the business.

When you recognize that your KPIs are different from those of your competitors, you realize that your marketing efforts need to be customized to your specific situation. Your media partner can access your measurements and then tailor a package that excites your customers and improves your bottom line.

Change Up Your Style 

As your brand evolves, so must your marketing strategy. Listen to your customers to get an idea of what's working and what no longer is effective marketing-wise. You should also pay attention to what's trending.

Taking part in social listening by monitoring your channels and posting regularly can help you in this arena. In fact, 82% of consumers report being more likely to trust a brand whose senior executives actively use social media. What you learn by taking part in social media can be of great benefit to your brand.  

It is also important to take a few risks with your marketing. If you are using a cookie-cutter strategy, there is no room for thinking outside the box. By avoiding risks, you may be avoiding opportunity. A strategy that is tailored specifically to your business allows for creativity to overcome shortfalls. It also helps prevent the likelihood that customers will get bored with your brand.   

As your business continues to evolve, your customer base might also need to be updated. Or   evolve based on changes in your industry and shifts in lifetime value and overall profitability. As a business  owner, you should always be evaluating your current mix of customers and should not be afraid to make changes to leverage customized marketing to bring in a more desirable crowd. Customized marketing ultimately leads to higher ROI plus higher customer satisfaction and lifetime value potential.

A Customized Marketing Strategy 

Effective marketing takes patience, research, and lots of testing. A one-size-fits-all approach to marketing your brand is a bit like getting your sibling's hand-me-downs. They were never intended for you, they don't fit right, and the color is all wrong! Using one for your brand is a waste of time and money and has little opportunity for success.

Working with a media partner to tailor a custom marketing strategy is a successful way to drive results. Your partner will not only have insight into what avenues are best suited to your message, but your budget will be taken into account and adhered to. If something is not working, it can be altered. Your one-of-a-kind brand deserves a unique campaign.   

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Topics: Marketing ROI