Why One Size Fits All Doesn’t Work

Our Team’s Perspective

Have you ever completed a puzzle? The feeling of snapping the last piece in place is a sigh of relief. But imagine getting down to the last couple pieces, and realizing they were lost along the way? That is exactly how it sounds to me when a business owner has an epiphany about the importance of active marketing. They either don’t have any marketing, or there is no way of measuring the effectiveness of their current marketing. That’s where Louvre Media fits into your custom business puzzle.

Man and woman hands trying to connect puzzle pieces

All puzzles are different in the same way no two businesses are the same. Marketing needs to be customized, defined, designed, delivered, and cultivated. For small and medium sized businesses, the one-size-fits all model doesn’t work, and automation becomes a hindrance rather than a perk.

Go sit down with any marketing agency about your small business’s marketing needs and they will say, “Okay, we have three packages – Package A has this, Package B has the same thing but it’s better, and Package C is our premium package which actually has what you need and is wildly overpriced for that reason.” They probably won’t say the last part there, but most likely it’s true. If they do have a package that works for your business, it probably includes tools that you won’t even use. At Louvre Media, we offer the whole package.

The whole package is designed for you, knowing that your business is unique and has different needs when compared with any other business. Even franchises are different from each other, believe it or not. My favorite part about meeting a new potential client is that I know, no matter what their needs are, I can come up with a solution and a plan that works with their goals in mind. Have a small budget? I can work with that. Don’t know what marketing is, but know you need it? Great! I can get the ball rolling to help your business compete with the big guys. I’ve bought billboards, magazine ads, newspaper flyers, and done countless newsletters, social posts, and so much more. We always say, “if we don’t do it already, we’ll learn how for our clients.”

I’ve been with Louvre Media for more than a year now and I can’t wait to keep learning! Work is a place I love to be now. Every day brings new challenges and fun ways for me help businesses grow and build a foundation. I can easily recommend Louvre Media’s marketing to any business owner because I know that it works and that I have a great team to back me up. We’re the whole package!

~ by Superstar Account Manager Adelaide

Who is Your Ideal Customer?

The Right Message to the Right Customer

“How Do I Focus on Getting The Best Customers?”

As a business owner, this thought has most likely crossed your mind a time or two, regardless of how well things are going. One of the quickest ways for a business to waste money is not identifying who their target customer is when planning a marketing strategy. It would be imprudent to market a child’s toy to college students, just as it would not make sense to advertise a new cologne during Saturday morning cartoon shows.

Message in a bottle on a beach against the setting sun
Getting the Right Message to the Right Customer

In order to have a successful marketing venture it is imperative to know who your target customers are. Some key principles to help in identifying your best marketing group are:

  • Age
  • Gender
  • Demographics/Ethnicity
  • Status, including educational status, financial status, and family status.

Now, some people will certainly fit into many different groups, and each of these groups will use media differently. This also means that their responses will be different to the various messages in the advertisement.

“But isn’t this discrimination?”

No, it’s not. Let me explain by using an example of the Tesla automobile. If you were marketing the Tesla today, who would your target audience be, and what could change that? The original Tesla was priced over $100,000, which left you with a limited target audience. It also had a strong appeal to the younger executives, as opposed to an older audience. Therefore, you would be wise to choose to target media that focuses on this demographic. That said, this is all about to change! Tesla is releasing the new Model 3 this year, and with it is a price tag of $35,000, which will massively widen its base of potential customers. The car will be much more affordable, opening it to more of the middle-income buyers. Add to that the appeal of an electric range of 225 miles, and you’ve got another target market in the environmentally conscientious.

Just a little bit of market research can take you a long way in making sure that you target the right audience, which is critical. Having a great advertising campaign going to the wrong audience is illogical, and wasteful of time and money. By learning who your target customer is, you’ll be able to use it to your advantage and work better with your creative team to come up with great campaigns. Creative campaigns with the right message for the right customer in the right media, creating a win-win in your marketing, and increasing your sales.

Getting the Most out of our Day

Prioritizing Made Easy (Easier)

As leaders, many of us wonder how some people get so much done, while we are still under a desk load of things needing to be accomplished and never seem to catch up. If any of this sounds familiar, you have either mastered the skill of time management or you are wondering if this is a skill you will ever achieve. Hey, the new year is just around the corner, so now may be a good time to look at this skill. The good news is this can always get better and a little focus could go a long ways.

Steven Covey, well known speaker and author, in his book “The 7 Habits of Highly Effective People,” covers his even habits. Habit number three focuses on this – Put First Things First. It is so important, he even has a book specifically on this topic, “First Things First.” Time management is a skill for life, not just work, that carries a great amount of weight to it. Those with great time management skills can attest, when

The Big Rock – Little Rock concept is not necessarily new. For those visual learners, it is a great tool to help see the bigger picture in time management. Too often some may get caught up in the little things (which may or may not need to be done,) – for different reasons. As leaders, by focusing on the “Big Rocks” sometimes the “Little Rocks” will take care of themselves. If you have a team you work with, consider doing the Big Rock – Little demonstration with them to help them better understand the importance of prioritizing their day/week and the value which comes with this type of short and long term planning.

Marketing & Advertising

Is There a Difference?

The real answer is yes. There is a difference between marketing and advertising even though these two terms get intertwined in their use. For many, they are used interchangeably without any problem in context to the conversation.

Our tag line: “Better Marketing for Better Business” is a part of our mission statement, and then we further identify ourselves as an advertising agency. This is because we do both – marketing as well as advertising. On a high level, marketing is the overall process – the strategy for growth for the coming year(s), identifying the target customer, as well as market research. Advertising is about the campaigns and decisions about which media to purchase (media planning), as well as the purchasing of the media, and the creative, which includes the words and graphics to be used.

Below you will find a definition of both, if this interests you. Keep in mind, people may use these marketing and advertising synonymously.

Bright idea for business growth
Marketing & Advertising – What’s the Difference?

Marketing is……

Marketing is the big umbrella, which everything else falls under. It is the overall process and involves first identifying the objectives of the business, and then planning the strategy to meet those objectives. Marketing then will establish metrics, when possible, on how to measure the results to see if the actual plan is accomplishing what it is intended to do. Is it driving the desired/anticipated results? Specific functions in the marketing arena may include market research, content marketing (what is the message), and then working to purchase the media – which may be done in house or through an advertising agency.

Advertising is…..

To put it simply, advertising is to get the end user (consumers) to purchase the product or service. To get them to buy something, or buy something more often. It facilitates the brand awareness, and depending on the company, will either purchase the advertising within the company or utilize an advertising agency to make the purchases on their behalf. Media planning, media buying, and artwork creation may fall under the responsibilities, as well as finding ways to creatively get the message out to consumers. This could be television, radio, newspaper, or the internet.

Email Marketing

Advertising is a big play on the numbers game. With the thousands of e-mails people receive every day, it is an ongoing test to find the best e-mails, with the best time, to the best audience.

There are two different type of e-mail marketing:

  1. Newsletters to Existing Customers or Even Potential Customers – This type of e-mail marketing is used to engage your existing customers, to communicate things of value to them and to get them to be a more valued customer. It takes a bit of time to find the right message to communicate to your customers, but in doing so, you can help create a more loyal following of fans.
  2. E-Mail Blasts – This type of e-mail marketing allows businesses to target potential customers in their core demographics and send out an e-mail to promote their business, promote a new or existing product or to offer something of great value to get the consumer to try your product or service. E-Mail Marketing takes time. It takes time to come up with the content that will engage either audience. If you start off weak, it will take longer to get them engaged with your company and your brand. Other than time, it is relatively inexpensive and there are companies out there that help find your target client if this is needed. You can also create sign ups to newsletters to encourage people to sign up to get your newsletter. If you have something of value to offer or can create something of value, you can create a nice following this way and work to improve your existing customer base while generating new customers.

Email Marketing blog

E-mail marketing is a commitment to better understanding your customers or the people you are targeting with your e-mail blasts. This commitment needs to be understood on the front end so you don’t waste time trying something without a bit of time and money to fine tune it to help it work better for your company.

Some businesses feel they have had good success with e-mail marketing and others not. It takes time to test an e-mail campaign to understand how it is working for your business and then to spend time tweaking it to make it work to improve your results. Prior to starting an e-mail campaign, it is important to establish the goals and objectives and what you want to happen from this campaign so when you are reviewing the results, you have a basis for the measurement.

In today’s world of analytics, there are many measurements that help with understanding the actual engagement from your e-mails, so businesses can better see what is working, what is not, and work to improve the level of engagement. From the data, you can see how many people opened the e-mail, what links people clicked on, and what they did while they were reading the e-mail or visiting your links. A/B testing can be done to determine a better subject line, better content, and better layout to give insight to improve this as times goes.

Real Value or Hype

For e-mail marketing, this depends on businesses who have used this and their level of success. It isn’t for every business.
When we talk with a business about e-mail marketing, we will be open in looking at it and recommend only if it makes sense with the overall marketing picture. E-mail marketing is never “the” marketing plan: it can be a part of an overall marketing strategy.

We don’t send the e-mails ourselves. There are some great companies who do a fantastic job with e-mail marketing and we established a great relationship with them. They assist us in helping our clients for both e-mail newsletters (or e-zines,) or e-mail blasts, where together we purchase lists of e-mails based on the target demographics.