March/April 2024

Marketing
FRESH SEASON, FRESH APPROACH
A great marketing strategy isn’t always about the next new idea. Here, Fiona Lund, MD
of Brouha Marketing, discusses the importance of measuring and adjusting your ongoing
strategy in order to keep things fresh – and offers some top tips to help you do this.
We are starting to see the first signs
of Spring and it’s a welcome sight.
Lighter mornings, crisp dry days and
the impending clock change are all helping lift
the spirits and fill us with renewed energy as we
head towards the more comfortable seasons.
The start of a new year is always a busy time
in our line of work, as it provides us with an
excellent opportunity to revitalise and reinvigorate
customer campaigns, and put in place new
strategies and plans for the year ahead. Of
course, if it isn’t broke, there’s not always the
need to fix it and we can take forward some of
the successes of the previous year, but ensuring
the marketing continues to align with the overall
business strategy is fundamental to its success.
Importantly though, you need to make sure you
review and evaluate your marketing approach as
a continual process. You might decide to switch
things up with each new year, giving things
time to build traction in that new arena, but it’s
important you monitor success and aren’t ever
afraid to alter your approach if things aren’t going
to plan. The key to good marketing is not to let it
get stale, so as well as planning a new strategy,
it’s just as important to plan to measure and
adjust that strategy as needed.
Tips for keeping your marketing fresh
Reassess your target market. What led you to
success in the past won’t necessarily continue
to do so going forward. Rethink your marketing
strategies and keep an eye on new trends and
audience changes.
The days of sending mass emails without
personalisation are in the past. Instead of
taking a blanket approach across your entire
customer base, think about breaking things down
and grouping customers together into smaller
lists with similarities and target the messages.
This drives a much higher engagement and is
worth the time it takes to create.
“The key to good marketing
is not to let it get stale”
Diversify your content. Think outside of the box!
Social media posts are a prime example of where
things can get stale, because the frequency of
the messaging is much higher. Try and mix it up
without just rehashing the same content – you
could go live for example and actually engage
in real time with your followers. Are there any
events or exhibitions relating to the work you do
coming up where you could suggest meeting up?
Competitions or requests for images of completed
works also prove popular and allow you to really
engage with your followers.
Use the latest tools, wisely. AI is a perfect
example of where you might think using the latest
marketing tools are the most effective marketing
strategy. But, like with everything, it’s the way
you use it that matters most. AI isn’t a way of
producing copywriting on the cheap, it’s best
placed for market research, data organisation and
review. It’s still important to keep things personal,
which is something AI can’t do.
Work as a combined sales and marketing
team. For so many years we have pushed the
importance of any marketing campaign aligning
with the sales team’s goals – we attend sales
team meetings for this very reason. It sounds
an obvious one and of course, driving sales isn’t
the only requirement of the marketing team, but
it still amazes us how many businesses have
regular sales team meetings and don’t have
their marketing teams involved. Having the two
disciplines working to support each other is a lot
more effective.
If now is the time for you to measure the success
of your current strategy and consider your
proposition, it’s also the perfect time to give your
marketing approach a Spring clean.
Contact Brouha, as specialists in marketing
and PR for the built environment, we’d be happy
to help.
Contact Brouha:
01672 514947
hello@brouhamarketing.com
Fiona Lund
38 T F MARCH / APRIL 2024 CONNECTING THE WINDOW, DOOR & ROOF FABRICATION SUPPLY CHAIN