As I was helping my 8-year-old daughter with her math homework earlier this week, she asked if numbers really mattered, no matter what she decided to grow up to do in life. I initially thought it was a delay tactic to stray away from the word problems – which were never my favorite either – but then realized it was a fair question and one that often comes up in discussions about marketing initiatives.
While marketing is considerably more of a soft science than perhaps other professions, and there are numerous contributing factors in the success of an organization’s success, have no doubt about it, numbers do matter and should be reflected in any/all marketing efforts.
At Chartwell Agency, we take this numbers issue seriously. In fact, one of our core values has been, and remains, that we engage with clients to help move the business needle on their business goals – not just conduct the marketing tactics. We call that being a good partner and it starts with an honest conversation with what each client wants to achieve.
Many times, clients will refer to their marketing goals: increase the hits to the website, creation of a new brochure, or a change on the graphic approach to their advertising. Often these same clients are surprised that we ask about their business objectives. For example, what is the goal of a new piece of collateral? Are you seeking to reach a new audience with a new product or service? If so, how will you be utilizing the brochure to attract new clients/customers/patients? Developing a beautifully written, graphically pleasing piece that sits stagnant at your reception desk does little to no good.
When connecting with clients, we take it a step further and ask things such as: How will you be using the new brochure? Where else can/should it be shared? What is your outreach to this new potential client base? Will you be attending conferences? Sponsoring events aligned with this audience? Integrating this with a proactive digital media campaign?
And then we ask about numbers. What is your baseline for clients that use this service/product from you today? What would you like to see it increased by – and by when? In one year’s time/three year’s time/five year’s time, what does success look like for you in this area?
Marketing should always move the needle on your success. Of course, as mentioned earlier, marketing is a soft science and therefore cannot take all the credit for an increase in your revenue or profitability. There are other key factors, such as your pricing structure, customer service and timeliness. But knowing – and sharing your business goals – are key to ensuring marketing can help you get there.
So numbers do matter. A lot. Even in marketing. Give us a call to learn how we can help your organization achieve its marketing goals.
Now, back to my daughter’s third grade word problems to determine if one train leaves Philadelphia at Noon on Tuesday . . .