SBH did not establish the needs of its audience before rolling out the marketing campaign strategy. Had the organization conducted an elaborate research study, the television campaign would have achieved the anticipated results. Therefore, the apparent lack of improvement indicates that the needs of the target audience could not be satisfied through a television advertisement, but through a different marketing strategy.
Indeed, it appears the SBH’s marketing team has a limited grasp on the nature of marketing. According to Menon et al. (2015), marketing has a series of processes, and it starts with a marketing research that determines the needs of the target market. Subsequently, an organization is supposed to establish the goals and objectives of the marketing process (Menon et al., 2015). The organization then selects the suitable marketing strategies and aligns them with the set objectives. The marketer should then create a plan to implement the selected marketing approach as well as how to evaluate it (Menon et al., 2015). SBH’s failure to adhere to such a process indicates that the organization did not understand the basic elements of a successful marketing initiative.
Targeting all customers, rather than specific market segments is an expensive marketing approach. In untargeted marketing, the marketer will use more advertisement channels and resources to reach out to all customers, most of whom are uninterested (Menon et al., 2015). On the other hand, targeted marketing focuses on specific customers; therefore, the marketing resources are used frugally (Menon et al., 2015). Another primary implication is that untargeted marketing might not achieve the desired effects. As indicated above, in contrast to a specific market, a marketer that targets all customers attempts to appeal to uninterested parties, which means that the response rate will be relatively low.
SBH did to outline effective strategies for evaluating or measuring the effectiveness of its marketing campaigns. The organization only developed the idea of evaluating the effects campaign after sanctioning the first T.V. advertisement. Such an assumption implies that the organization did not have an elaborate evaluation strategy to evaluate its marketing strategies.
Reference
Menon, A., et al. (2015). Effective marketing strategy making: Antecedents and consequences. London, UK:. Springer International Publishing.
