Walking a Dog and Marketing Campaigns
This morning I was walking my dog, Sasha, as part of my normal early morning routine. Every morning I always seem to see the same people also outside walking their dogs. What is interesting to me is that even when I’m running a little early or a little late, it seems that I run into the same main group of people each morning. This got me thinking about marketing campaigns.
Do you think Nylabone or any other dog food/treat company would be highly successful running a television, radio, or email marketing campaign just before AM rush hour or just after PM rush hour? My guess would be that they would have marginal success. Why? Because just before leaving for work and just after coming home is when people usually walk their dogs. So, they have to think differently. Come up with new methods. I know my dog would love a treat if there was a little station that had a trial of the newest Nylabone flavor near where I walk her. Catch my drift?
When it comes to marketing campaigns, everyone has an opinion and a stat to back it up. Whether it’s that 100,000 people drive past a particular billboard or Mondays suck for sending email campaigns or this radio spot is targeted right at 7:56a because that’s when the radio has determined the most listeners are tuned in…there is a stat for everything. Don’t get me wrong, stats matter a lot and I rely on them all the time. But, what if, in addition to stats, we just used some common sense or talked to our friends, family or colleagues and got their opinion? What if we experimented and then analyzed the results afterward thus creating our own stats?
I’m not sure if this all makes much sense but it’s at least what I’m thinking about right now. What are your thoughts? What do you use to decide what marketing campaigns to run with and when to launch them?