Crossroads: Change Content or Change the Audience
Recently an event Above Promotions Company was co-sponsoring was cancelled due to slow registration. Can you imagine that? A company with a proven track record of helping to sell out events and increase sales at them not being able to quickly fill an event? It was in reality a blow to the ego. Had we lost our mojo? And if so, where did it go? Even this morning as I replied to a couple of emails for late registrants about the event being cancelled, it seems as though the midas touch disappeared or maybe just couldn’t demonstrate the immediate need to register sooner than later. It was odd for us to even cancel the event, but when you’re at a crossroads with others, you make decisions to protect the brand and those involved at all costs.
Really it’s kind of odd any business, let alone a marketing company, would choose to post something like this where the public, current and potential customers would view it, but it’s a reality of doing business. Not every endeavour yields a home run no matter who is at bat.
When you find yourself questioning what went wrong with any promotion or event as a manager, business owner or non-profit leader, you have to inevitably stand at the crossroad and ask yourself what you should do to fix it or improve in the future.
This is where the people hoping to stumble into success is set apart from those that are working diligently at all costs and against all obstacles to obtain it. The person not built for challenges or wind hitting their face, would opt to just stop all together. Instead, the true entrepreneur, the one that believes in taking chances and leaving the fears and worries behind, will say, “Do I change the content (service/product) or do I change the audience?” In my case, I’ve decided to do the latter for that particular event. However, the decision is up to you on how to handle your situation.
Here are 5 questions to ask yourself to help you to decide which direction you will take as I hope that none of you are considering quitting as an option.
- Is there a need for your product or service?
- Is the quality of the product or service up to par or exceeds the industry?
- Is it priced to meet the market’s expectations?
- Is it packaged to address the right audience?
- Is it easily accessible to your customers?
For our particular case, questions 4 and 5 helped me to realize, the right people were not targeted. Yes, the event was targeted to a potential audience, but it did not address the audience that would see the value in the event and may not have been easily accessible for those who were the target audience.
Now this crossroad isn’t just for what to do in business, but can be broken down to which direction to take in your social media approach to marketing your products or services. If you’re engagement is going down, make a decision to change the content or change the audience your social media account is addressing.
No matter what you’re contemplating, make sure to review the questions above and make the right decision when you’re standing at your crossroads.
What about you? Which numbers helped you in making different business decisions such as changing the content or the audience?
Reply below and your comments may be used for a future post.
Above Promotions is a full service publicity, marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.
Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the recent author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation.” To find out more information on the book, please visit http://www.abovepromotions.com or purchase online at Amazon, Booktango and other online bookstores.
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