Holiday season has officially begun and media channels are choc-a-block with all possible offers, advertisements and steal-deals. Media spends and budgets are stretched thin during festive season, with every competing brand spending much and then some. The creative side of marketing of churning out new campaigns is so predominant that it often eclipses the rote side of the work, which rears up its ugly head during important meetings. For brand champions, here are some easy-peasy ways to keep the brand book shiny and strong to a year end finish.
Clear your content: The most overlooked media tool, and usually the one which is left to gather dust. Content writing is painstaking and keeping it up to date is more so. Nevertheless, keeping content new and shiny is one way to keep the marketing and communication efforts top-notch. Pay attention to new team leads, dates, and data points that are company’s salient figures. Keep the data points, factual data updated and you have brand new content immediately.
Dust out the data: All marketing managers have a data bank that lies unused, forgotten and forsaken. From old email ids to vendors no more on the speed dial, data banks are Excel sheets which see an expiry date earlier than other collaterals. A super cost effective way to spruce up back-end marketing work is to have an updated data bank. Clean out the zillions of excel sheets, club them into a master file, delete the unused ids and you actually have a future ready subscriber base.
Upgrade the photo bank: Photos are the boon and the bane of every marketer’s existence. Use a photo strategically, it becomes a selling point. Use it too many times, it loses its charm. Visual data can become old and outdated really quickly, as subconsciously similar visual data can feel boring, repetitive or even overwhelming after a point of time. Old photo-banks are usually a of goldmine of forgotten information, and can be used to give visual treats, brand BTS kind of stories ever so often. Year end is a good time to digitise the photo-bank, tag photos correctly and clear out duplicates or multiple saves of the same file. Voila! You have cleaned up laptop space and revamped your brand’s visual tools.
Update social media handles: Social media handle descriptions and dates are easy to miss by when you have multiple updates to schedule and live streams and stories to add every day. Run your eyes over the description boxes, contact numbers, website updates and any links to add or delete. Small tweak to spruce up the marketing game.
Review marketing collaterals: One of the easiest ways to let marketing budgets go down the drain is creating marketing collaterals that have a short shelf life or aren’t multi-purpose. Imagine throwing away racks of brochures because they are outdated or are lying unused, of an old promotion or marketing campaign?! Marketing collaterals are fun to create but their efficacy is truly tested when they reach and are seen by their audience.
Calculate the media ROI: Time consuming yes, but definitely not to be missed. Having a break-up on marketing spends and returns on the brand’s paid, owned and earned media will throw light on the media and marketing strategy done and give some solid insights on how much and where all the marketing budgets went by. Keep a simple excel spread-sheet and transfer the data onto a nice PowerPoint presentation, to highlight all your work at the end of the year review.
The creative part of marketing is fun but minus the good old sprucing up and dusting, even the best of ideas and campaigns don’t shine enough. Happy marketing to you!
The author is an actress, author, speaker, life coach and marketing and communications expert with 14 years of professional experience working with The Leela Palaces Hotels and Resorts, Hyatt, Movenpick Hotels & Resorts, IHG, Grey Group and Dr. Reddy’s Foundation. She loves good content, and champions conversations on marketing, leadership, new age work place practices, economics, entrepreneurship, sustainable travel and tourism.