A 7 News story on a new invention called the Food Sniffer caught my attention recently as I was pottering around in the kitchen.
This case study captures perfectly the importance of reaching consumers across different touch points, and making sure you have a cohesive, comprehensive marketing approach to communicating with your prospects.
The Food Sniffer is a device that provides analysis on food in your fridge, helping you determine what’s safe to consume and what should be discarded. Now, my fridge management skills leave much to be desired. So as soon as I heard about Food Sniffer, I had a list of questions running through my mind:
How much does it cost? How does it work? Where can I buy one?
However, here’s where I think they could’ve done better. A search for Food Sniffer on Facebook led me to a company page with only 8 likes, Vietnamese text, and no interaction. Imagine how much more the company would’ve achieved out of their PR dollar if they had put in place proper social media infrastructure across different platforms to prepare for the surge in traffic!
It pays to invest in marketing strategy and planning
The case study above demonstrates the powerful impact of having marketing activities that leverage on each other.
Earned media is the media attention you are getting because of what others are saying about you, but having a plan to capitalise on it is just as important. Leveraging the attention you are getting, no matter who’s efforts have caused it, will make your marketing budget stretch even further!
The case also shows that crafting a well-rounded marketing strategy is a foundational marketing investment for business growth. At Baker Marketing, we stress to our clients the importance of crafting a strategic marketing plan, as well as planning activity schedules across PR, digital, sales and other areas.