Huge banners, labels on shopping carts and flyers stuffed in to thousands of bags on a regular basis create great awareness for a division of Home Depot that sells roofs, windows, siding and gutters.
However, in the recent market in So Calif the marketing has not led directly to sales - especially in roofing where only about 3 inches of rain fell in the greater LA area this winter. Normal is about 14 - 18 inches depending on where you live. So if your roof is beginning to fail then you can wait it out as a customer.
And should it? Does it mean the recent marketing effort is failing? Or does it mean that awareness has to keep pumping so when the customer needs a roof he or she will know immediately where to turn?
This is a good lesson that marketing doesn't equal sales, but it does generate awareness, loyalty, product knowledge, emotional ties and more. Sales may dip for reasons due to environment, economics, lack of supply but that doesn't mean the marketing effort has "failed" to generate leads.
However, it may mean the marketing effort needs to change - educate customers on why they should get roofs done now instead of waiting for the next big storm to hit, prices might rise, etc.
When do you say marketing is not working?
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