Steve Cox (pictured below) shows how to enhance your brand’s image and the bottom line, despite the chilly sales climate.

With brand marketing becoming increasingly global, a question that CEOs and boards are increasingly asking below-the-line marketers is: ‘Can we support our brand activity through integrated marcoms activity?’ Given the current economic climate, I think the answer to this has to be a resounding ‘Yes!’ – albeit having to overcome the multifarious challenges of geography and market conditions on the way to delivering great results.
My speciality is lead marketing. So, from my perspective, ingredients essential to running a successful campaign include defining the target market; providing a suitably alluring ‘hook’ for consumers; media placement; validation; and – last but not least – conversion strategy.

An excellent example of defining a target market was a pan-European promotion for Baileys I encountered. I love the stuff (in moderation, of course!) but my observation is that, internationally, Baileys has definite gender skews. In the UK, Baileys’ target audience appears to be largely female; whereas in Italy, it’s male. This presents immediate differences in the media mix used in each market. So long as the idiosyncrasies of every target audience are understood by territory, this doesn’t present a major obstacle. Like Baileys, the key is knowing and acting accordingly via a combination of local knowledge, planning and testing. Assume nothing!

Differences in media consumption are also evident internationally, with email being a prime candidate. In markets as disparate as Poland, Australia or New Zealand, for example, it is not uncommon to see double-digit open and opt-in rates; whereas in the US and the UK (markets where consumers are being spammed within an inch of their lives), results often have a decimal point in front of them (gulp). Hence marketers might want to deploy a wider variety of media channels to meet their objectives in the latter territories.

Market differentials aside, one requirement which all marketing campaigns share, regardless of geography, is the very real need to engage with consumers, ie providing customers and prospects alike with a reason to opt in and purchase. And this must be done as transparently as possible. The motivation for switching mobile/cell phone service providers is essentially the same whether you’re in Japan, South Africa or India. People want to save money and/or receive better service. If marketers can sufficiently tailor and incentivise their offering to meet specific market needs, then they stand to reap ROI rewards.

Obtaining quality leads is also a ‘must have’ for marketers. This process begins with effective validation. If a customer opts in and provides a verifiable address, telephone number or email, then it’s likely they’re genuinely interested. Validation separates the ‘genuinely interested’ wheat from the ‘spam’ chaff – particularly as, without it, up to 25 per cent of leads have been known to be unusable. Be it via email or postal address validation, ensuring you’re actually paying for real, live prospects is likewise a lead marketing imperative.

After opt-in and validation, the final stage of the conversion cycle is the follow-up. Whether by email, call centre and/or direct mail, make sure you deliver on your promise. With nigh on everyone these days socially networked 24/7, each and every one of us is either a potential brand ambassador or spoiler. Brand loyalty/disloyalty has never been more polarised and tribal. So do what you say – and in a timely manner.

Steve Cox is joint managing director, Funnel Lead Marketing (www.funnelleadmarketing.com).