When I am working in my home office, often I’m distracted by a feline friend that is persistent and will not take “No” for an answer.
When I first met this cat, somebody abandoned her at my sister’s work. The week prior, I told my sister that I was looking for a grey and white, female cat to match my male tuxedo cat.
My wife and I looked for several weeks for a cat. We checked all the shelters, looked online, and made phone calls to people with kittens. We couldn’t find a grey and white female cat.
Then one day, my sister calls me and tells me that someone dropped a female cat off at her work and the cat was extremely friendly. I told my sister to bring the cat to my house that I would give her a good home.
When my sister brought the cat to my house, I could not believe my eyes. She was grey and white and exactly the cat I wanted. This cat is extremely affectionate, follows me around the house like a dog, and prefers to be held or sit in my lap most of the day. It didn’t take long for my wife and me to name her “Snuggles.”
So, how is this grey and white cat named “Snuggles” good at marketing? If you tell her no she will be back again, trying to accomplish the same thing in just a matter of minutes. She is persistent!
Plus, there are a few components of every good marketing campaign, that “Snuggles” demonstrates daily.
4 Components of Every Marketing Campaign
A good marketing campaign should:
1) Grab the Audience’s Attention
This is one of the first steps of any good marketing campaign. Think about opening your mailbox, downloading emails, watching commercials on TV, noticing billboards while driving, or scrolling through social media posts, the first objective of a good marketing campaign is to grab your prospect or customer’s attention.
If you do not grab your audience’s attention, then you cannot deliver your message to your prospect or customer.
Snuggles gets my attention by walking in my office and then meowing ever so quietly to say “Hello” and announce she is in the room.
2) Engage the Audience
Once you grab your audience’s attention, the next step is to engage them and let them know that the ad is for them. Two ways you can do this are by telling a story, or by shock and awe to surprise them and draw them into your ad.
Snuggles engages me by walking in my office and then staring at my desk and threatening to jump on it.
Now, Snuggles knows my desk is the only place in my office that she is not allowed. I will get to the reason why she is not allowed on my desk in a few minutes.
So, she stares at me and then looks at the desk, and then stares at me again and looks at the desk again…back and forth. Now, if I stay focused on her and stare back at her, then she does not jump on the desk. The moment I take my eyes away from her, she springs on to my desk. This is how she engages me. She immediately goes to the next stage, and that is interacting with her audience.
3) Interact with the Audience
With direct marketing getting people to interact is trying to get them involved with the promotion. For instance, with direct mail, it can be getting a customer to scratch off a coupon to see if they won, or mailing a postcard back with information on it.
With TV, radio, direct mail, social media, or any other type of advertisement a way to get people to interact with your promotion is to get them to visit a specific webpage. Once they are on the webpage, then they can take some type of action. This can be to enter their name and email address to download a coupon, a free report, or claim something of value.
Snuggles gets me to interact with her in a couple of ways. Some ways are positive. Some ways are not very positive.
Once Snuggles is on my desk, she will do either one of two things.
1) She will walk around my computer and then walk on my keyboard, getting between me and the screen, so I cannot see what I am doing. This forces me to pay attention to her.
2) If she is in a more destructive mood, she will just push frames, papers, a staple gun, pens or whatever else she can onto the floor. When she is in this mood, the faster she pushes more stuff into the floor, than the greater my reaction. (Her Shock and Awe Campaign) This is the reason she is not allowed on my desk.
At this moment, I interact with Snuggles in several ways:
- If she is standing on my keyboard, I pick her up and place her in the chair next to me. This chair gives her a place to sit and sleep, next to me, throughout the day.
- If she is knocking stuff into the floor, when I stand up, she immediately jumps off my desk and runs out of the room. This normally makes even more stuff go flying in the floor. Once she leaves the office, after a few minutes, she will reenter, meow and announce her presences again. Then the entire cycle repeats.
4) Reward Those Who Take Action
After your prospects and customers interact, it is important to reward them for their behavior. This can be after the customer enters their name and email address, giving them a report, a coupon, or sending them a thank you card after they purchase from you. You can reward people in all kinds of ways after they either purchase from you or take the desired action.
Snuggles offers rewards through her purring extremely loud and letting me know she is happy. This normally happens after I place her in the chair next to mine and then start petting her.
The funny thing about this whole “dance” Snuggles and I go through every day is she knows that if she jumps up in the chair next to my desk, I will immediately reward her by petting her. But she likes to make it much more interactive, engaging and entertaining by going through the first three steps.
In conclusion, make sure you use these four principles with any marketing campaign because you will increase your chances of success.
As far as Snuggles, her efforts have earned her a seat right next to me throughout the day. Also, now she is an honorary member on my board of directors. Not too bad for a cat, who was once abandoned and without a home.
Today, when it comes to building your audience one of the most profitable marketing channels is email.
According to the Direct Marketing Association, email marketing yields a 4,300% return on investment for businesses in the United States.
ExactTarget reports for every $1 spent on email marketing, the average return on investment is $44.25.
One of the most profitable ways to build your audience is to increase the size of your email list.