If you’re a small business owner you can probably relate to one of your fellow chamber members who lamented to me recently about how ineffective their advertising efforts had been. He said, “I’ve tried [x], then [y], and even [z[. Yet none of them have worked.”
So, I took out a piece of paper, drew a hexagon and wrote out the six M’s of Marketing. As soon as I finished, he said, “Now I know why my efforts have failed. I always start out with the fourth M, when I need to ask and answer the first three M’s.” Bingo! So, what are the six M’s of a six_components_of_marketing_campaignsuccessful marketing campaign?
First M: Mission
This may sound obvious, but it’s not. What’s the objective of your campaign? Do you want someone to buy something? Attend something? Sign up for something? Create PR? What? If your objective isn’t clear, everything else is moot. Never make a media selection (direct mail, radio, coupon pack, newspaper ad, etc.) without having a clear objective. Major mistake!
Second M: Message
What do you want to communicate? What do you want your potential customers to hear? How will they hear it? And will the message you want to communicate, accomplish your mission?
Third M: Market
To whom is your message for? “Everyone,” is not acceptable. Whether you’re trying to reach single fathers in their 30’s who make over $75,000/yr. or 18-24 year old women who attend liberal arts colleges in the DC region, your market choice should influence your message.
Fourth M: Media
As stated above, most small business leaders mistakenly start here. They wait until a sales person sells them on radio spots or a coupon pack or a yellow pages ad–and only then do they ask, “Now, what should I say?” Instead, before purchasing a media option, always ask, “What’s the best media for me to use in light of my mission, message and market?”
Fifth M: Moment
The fifth M is all about timing. When is the best time (the moment) to communicate this message? Where are we on the calendar? What season? What holiday? What events? What’s the normal buying pattern for your product or service? When are people most receptive to your offer? All businesses have certain cycles. Wise people capitalize on them. Note: The Moment “M” also includes issues regarding frequency (how often you’ll communicate this message with this target market).
Sixth M: Money
Eventually, it always gets down to this. The amount of money you have significantly affects each of the five M’s above, such as your mission (“Can we blanket our community or only a sliver of it?”), your media (“Can we do radio or only flyers?”), your moment (“Can we send this direct mail piece out one time or five times?”), etc.
Whatever choice you make about each of the six M’s is completely up to you. But if you want to significantly improve the probability of your next marketing campaign succeeding, then you won’t want to leave the six M’s up to chance. Instead, you’ll want to make intentional choices about each one of these components. And the clearer you are about each one, the higher the probability that your campaign will succeed. Remember, “Hope is not a strategy!”
If you’d like a downloadable pdf of the six M’s, then click here >>