A good way to think about utilising paid ads (An example)
This could be an example for people who still don't know the meaning of "strategy"
A brand manager of a very popular newspaper came to us with a problem that they were facing.
After the onset of covid, they lost 3 lakh+ newspaper subscribers. They wanted to somehow bring them back.
A good portion migrated to digital news and another bunch migrated to their competitors for some reason.
They wanted to focus on getting back those users who got captured by their competitors.
He wanted to learn about paid strategies to get back those users. But they did not have any online portals for users to subscribe to the newspaper.
I asked him then how do people subscribe?
He said that for each region there are different agents. They supply the newspapers and also are the contact point if anyone wants to change or to get a new subscription done.
There is literally no online landing pages to drive traffic towards. I was a bit confused.
I wanted to learn more about touchpoints.
I asked, “When does this agent go to homes to collect the monthly subscription fees?“
He said, “Yea, they collect during the last Sundays of every month.“
I asked, “That’s when people can also change subscriptions, right?“
“You’re right“
Tada. I told him “Then let’s utilise 80% of our paid ads budget to push creative features/articles of the newspaper during the 7 days prior to the last Sundays of every month. That way when the agent comes home for the collection, the reader might have the thought to change subscription to your newspaper since it could be on top of his/her mind“
“That’s a brilliant idea, “ he said.
We are yet to implement this but I just wanted to share with you all how important it is to get the timing right and be on top of his/her mind when he’s getting prepared to take a decision - at the end of the day that is what marketing is for, it’s a fight to get on top of your ideal customer’s mind when she/he has a need.
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