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Zodiac Marketer: Virgo

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by Nikki Devereux, Director of Account Management

Virgo is our next sign for zodiac marketing: birthdays between August 23 – September 22.

One of the earth signs, Virgo’s strengths are loyal, analytical, and practical. Virgo’s weaknesses are a tendency toward shyness and being overly critical of others and self. We’ll explore ways these positive and negative traits can be applied or avoided in marketing and business practices.

 

Loyalty to Your Brand

The first thing that comes to mind when considering loyalty in marketing is brand loyalty. Consumers stick with a brand for a variety of reasons: great customer service, consistency in taste and feel, sturdiness, reliability, and price. Loyalty to a brand is often seen from a consumer goods perspective, but it can certainly apply to services as well, as in the case of Pinstripe Marketing. When thinking about Pinstripe, our clients choose us, again and again, for marketing services because of some of the best characteristics of our brand:

  • Tailored
  • Experienced
  • Leaders
  • Expertise
  • Quality
  • Strategic
  • Holistic

If taken a step further, loyalty in marketing can also be viewed as loyalty to your brand. What does that mean? Well, loyalty to your own brand means that you would buy your product and stick with your brand. If that’s not the case, then you need to bring your brand up to your own standards. After all, if you wouldn’t consistently use your own product or service, why should you expect anyone else to?

Consider performing a brand audit with a team within your company to determine areas of improvement and places where you can increase value so that company employees, and YOU, will be loyal to your own brand.

 

Analytics and Metrics

These days, marketing uses a lot of data, especially with digital marketing. As a primary way to reach potential and repeat clients, we collect a myriad of data to analyze and maximize every campaign we create.

Measurable data means more predictable sales, more accurate advertising, and more refined solutions and products, all delivered to the correct target audiences. Marketing is now, more than ever, a blend of creativity and metrics—a perfect storm of the two.

The ability to create more targeted campaigns, plus the low price tag on digital ads, means you can spend more time and money on the right strategy. Take advantage of this fact!

Fifteen years ago, your best option was a print ad and postcard mailers. You can spend thousands of dollars on printing, and thousands more publishing the ad in a magazine or newspaper, plus hundreds to thousands on a list of addresses.*

Today, you can define your audience , choose keywords and create ads, then measure your reach within a week. Rather than toss paper to the wind and hope that someone pays attention, you can make adjustments to your campaign, fine tune the target audience in order to spend your budget effectively. Engagement with your ads may cost as little as pennies. That’s the efficiency of digital marketing. As a Virgo, you should not pass up the opportunity to stretch your analytical skills and we all know you love efficiency.

 

Being Practical

Practicality is useful in any business, and it can be a big time and money saver for marketing projects. Project management for marketing involves a lot of moving parts and stakeholders.

Being practical means occasionally making decisions based on time and money, rather than creativity.** Being practical means prioritizing tasks, timelines, and adjusting when necessary. Being practical also means communicating frequently and clearly in order to set expectations, learning from your mistakes and those of others, and applying that knowledge to the next project. There are so many aspects to being practical; without practicality, nothing would ever get done!

 

Avoid: Being Shy

Shyness will get you nowhere with the creative work of marketing and certainly in business in general. If you’re a shy artist, no one will ever see your art. Creative work takes guts because you have to put your ego away and allow criticism to flow without flinching. Well meaning critique leads to growth and innovation; some artists actually seek it out!

If you’re a shy project manager, your project deadlines will extend and your budgets will be blown every time. I understand that some people may be naturally shy and introverted. Try challenging yourself to step outside your norm and be more assertive.

If you’re a shy business development person you won’t be able to build a relationship with the next biggest prospect. People may walk all over you. Business is competitive and you have to put yourself in the spotlight on occasion. Practice in personal relationships and with colleagues, and see how rewarding it can be to operate outside your comfort zone.

In general, no matter what your position or type of work, choose to conquer shyness in order to grow in your career.

 

Avoid: Being Overly Critical in Marketing

Dear Virgo, we all know that you strive for perfection in yourself and sometimes expect it of others too (take it from a fellow Virgo!!). Recently, I read an article with the theme – “Sometimes good enough is good enough.” It discussed perfectionism as an obstacle to progress and success.  This article resonated with me because it points out that extending deadlines and budgets and personnel to achieve the “perfect” design or product is sometimes a simple waste of time. As a project manager, I try to avoid this as often as possible.

Don’t get hung up on minuscule details that no one else will notice. If it’s not a life or death situation (where someone may be physically hurt by a decision), feel out your team and be prepared to let go. Then, take a deep breath and let go. Nothing bad will happen because we know you’ve already covered all the bases!

Being overly critical of yourself and others can backfire in other ways. If you are a creative director or managing a team and you are constantly critical of your team or designers, you could end up offending people and creating an atmosphere of discontent. Learn how to properly and effectively critique any work, creative or otherwise, so that your team can grow rather than feel offended and attacked.

Have you ever experienced any of the above traits in your marketing campaigns or business? We’d love to hear your stories!

* This is not to say that print advertising is pointless and dead. This is to say that lean budgets are best spent in digital advertising so as to maximize the reach. Print advertising, if done correctly, is a perfect supplement to digital advertising and helps to increase brand awareness, among other benefits.

**Though this is never to say that design is sacrificed, but sometimes a creative process can go on and on indefinitely. There needs to be an end so we can close the project and get some results!

Build a Recession Proof Marketing Plan

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Marketing tends to be one of the first things to go during an economic slowdown, but it shouldn’t be. We all know that the ups and downs in business are inevitable, so we should set in place a marketing strategy that is recession proof.

 

Saving Money Is a Priority

When marketing budgets get slashed, the CFOs are essentially preparing for less cash flow. They are also pulling back their spending on new projects and taking the planning of them in house, if possible. This has been especially true for those in the construction industry. They have to cushion their bottom line during times of a depressed economy.

 

Marketing Opportunity

In 2005, a year before the great recession, I remember how spending was cut way back in the marketing department of the company I worked for. This happens every time. To make matters worse, pulling funds away from marketing will hurt sales. But it’s hard for CFOs to loosen the purse strings.

So, marketing has to be a priority. That’s why we need to be strategic and plan ahead, because it’s actually a time for more opportunities to outshine the competition.

 

Digital Marketing

The online world has brought people closer. It’s created stronger relationships between people and the brands they love. All things digital are no longer an option, they are the norm, and they are necessities.

You really need to have your digital marketing game in play prior to a recession. Every aspect of your digital presence should be established:

  • Mobile friendly website
  • Pay-per-click advertising (Google Ads)
  • Search engine optimization (SEO)
  • Video
  • Email and text-based marketing
  • Social media
  • Organic search (content marketing)

If you don’t have your plan in place now, there probably won’t be any money for it in the budget when the recession hits. The great thing about digital marketing channels is that they are inexpensive. They tend to be much less expensive than traditional marketing and they are easier to measure, so you can take your great results back to your CFO and prove that every penny was worth it!

 

Be Innovative

To capture more attention and a little more share of the market, you’ll need to start doing a few things differently. Otherwise, you’ll end up getting the same results you’ve always had, which is not what you want during a downturn.

It’s time to get creative and step outside the box. Innovation often comes from shoestring budgets and lots of positive energy. That energy could be the differentiator in a client’s decision.

Start thinking about what you can do that no one else is doing in your industry. Making yourself more available through new lines of communication is one way. Creating authentic client success stories with an original twist is another. Show them that you’re expert in your field. Start telling your story in new ways, on new channels.

 

Maintaining Contact

One of the biggest challenges for any business during a recession is to maintain a contact with their clients. You don’t want to fall off their radar just because you are doing more with less.

When you maintain a steady presence online and at conferences or events, you’ll stay in touch with your clients. They’ll know that you’re still there for them. Your marketing can do this and there are cost-effective ways of doing it.

Pinstripe has helped local and nationally-based businesses with every aspect of their marketing. We specialize in discovering their personal traits—their corporate character—and putting them on display. Our creative team consists of listeners and discoverers that have an innate ability to help you achieve your vision. Contact us to tell us more about your company and the marketing goals you envision.