The question desk
When marketing campaigns falter, the ability to pivot is crucial. We've gathered insights from Marketing Managers and Chief Marketing Officers, who share their experiences with eight campaigns that needed a change in direction. From pivoting to content-rich relationship building to redefining target audience and community offers, discover how these professionals turned challenges into opportunities.
Post-conference drip campaign that wasn't producing the desired results (orders placed with a promo code). We pivoted our entire approach indefinitely, focused on more content-rich offerings, and suggested curriculum at no cost. Sometimes, the road best traveled (and ultimately most fruitful) is the one not paved with repetitive promotions; invest in relationship-building and reap the rewards at the end!
David Rubie-ToddCo-Founder & Marketing Head · Sticker ItOne significant challenge we faced was with a PPC campaign for a new product launch that did not yield the expected results. The click-through rates were dishearteningly low, and the conversion rate was not aligning with our forecasts. Also, we have to shell out a budget every time we want to get ads.
Upon analyzing the data, we recognized that our approach needed a shift. We decided to pivot our marketing strategy to focus on organic growth through Search Engine Optimization (SEO) and amplified our efforts in link-building. This strategic change aimed at enhancing our online presence in a less invasive manner, which in turn, could lead to more meaningful engagement and conversion over time. Additionally, we focused on creating compelling and informative content to attract and retain potential customers.
Ashley KennyCo-Founder · Heirloom Video BooksOur highly innovative product is a book that plays videos and photos. We are continually pleased that our customer base is expanding, with interest from various businesses that find value in this tool for their messaging. Nearly all customers tell us that prior to finding us, they had never known such a product existed. The challenge has been to share our product's information, looks, and functionality with a wide audience. MailShake has become a very useful tool for sending out emails to potential customers. We've had a lot of success identifying videographers who want to use Heirloom Video Books as a vehicle for delivering their video productions to their clients. However, when we have expanded our reach to other collections of companies and services, we have experienced varied success. For example, we envisioned that pet-serving companies would show an interest, as their clients are always looking for ways to celebrate their pets. Preserving the pets' photos and videos and having them at the customers' fingertips for sharing seemed like a natural fit. We just didn't hit the mark on this one. We have been fortunate that we could quickly pivot, holding off on adding our limited resources toward this market. One advantage to this style of campaign is its quick adaptability. We rework the email messages, changing up the images and copy to reflect a specific audience. Very few changes have been necessary in the marketing campaign design; it's all about the search for the right audiences and the targeted messaging.
Swena KalraChief Marketing Officer · Scott & Yanling Media Inc.A few years ago, we launched a marketing campaign for our summer travel packages that unfortunately didn't resonate as we had anticipated. We had assumed that featuring exotic, remote destinations would entice our audience, but the response was lukewarm at best.
Upon reviewing the data, we realized our audience was more interested in accessible, family-friendly vacations rather than extreme adventures. This was a pivotal moment; we had to rethink our strategy. We decided to pivot and focus on promoting local getaways and staycation ideas. We highlighted the unique experiences these places offered, from local cuisine to off-the-beaten-path attractions.
Our engagement increased significantly, and we noticed a substantial rise in bookings for these redefined packages. The experience taught us the importance of truly knowing and understanding our audience. It's not just about selling a product or what you think your customers want; it's about providing value that aligns with what your customers actually want.
Gabrielle YapSenior Editor · Carnivore StyleWe were all hyped up about this collaboration with a renowned fashion influencer. We thought it was going to be a game-changer, you know? But it turns out, our audience didn't really connect with the influencer's style, and the campaign fell flat.
But hey, we're not ones to dwell on failure. We quickly regrouped and brainstormed a new strategy. Instead of relying solely on one influencer, we decided to cast a wider net and work with a diverse group of micro-influencers who had more niche followings but were super passionate about our brand. We also tweaked our messaging to focus more on the craftsmanship and quality of our products, rather than just the celebrity endorsement.
And you know what? It totally paid off. By tapping into these smaller, more authentic voices, we were able to reach a more engaged audience who trusted the recommendations of these influencers. The campaign ended up exceeding our expectations, and we learned a valuable lesson about the power of authenticity in marketing.
Garrett YamasakiFounder & CEO · WeLoveDoodlesWhen we launched our 'Doodle Wellness Week,' we aimed to engage doodle owners with informative content and interactive webinars focused on health, nutrition, and grooming. Anticipating high engagement, we invested heavily in social media ads and influencer partnerships. However, the initial response was underwhelming, with lower-than-expected webinar attendance and minimal interaction with our content.
Analyzing the campaign's performance, we realized that while our topics were relevant, the timing of our webinars clashed with typical work hours, making it inconvenient for our target audience. Additionally, our promotional materials lacked clear calls to action, making it unclear how viewers could benefit from participating.
Pivoting quickly, we shifted our webinar schedules to evenings and weekends and restructured our content to highlight actionable tips and exclusive offers for participants. We also leveraged our influencers more effectively by having them share personal stories about how understanding doodle wellness had impacted their pets. This more personal touch, combined with the practical changes, sparked a significant turnaround in engagement.
This experience taught us the importance of understanding our audience's interests, habits, and preferences. It reinforced the need for flexibility in our marketing efforts and the value of quickly adapting our strategies based on real-time feedback and data.
In the realm of real estate marketing, one particular campaign targeting luxury properties underperformed initially. Anticipating high engagement, the focus was on high-end visuals and sophisticated language. However, the response was lukewarm. Analyzing the data, it became evident that the messaging was too niche, alienating a broader audience. The pivot involved simplifying the language, making it more inclusive, and emphasizing the value and potential of these properties beyond their luxury appeal. This shift not only improved engagement but also broadened our client base, teaching the valuable lesson that sometimes, less is more in communication.
Brandon BeattyFounder & CEO · Southern Hills Home BuyersI've participated in several property marketing campaigns that fell short of expectations. One such campaign was for a newly-constructed luxury condominium building in a prime location. The initial plan was to target high-income individuals and families looking for premium living spaces. We invested heavily in digital advertising, print media, and even sponsored events to create buzz around the property. However, despite our efforts, the response was not as expected.
One major challenge we faced was that the target audience in this area was already saturated with similar luxury properties, making it difficult for us to stand out. In addition, there were also economic factors at play, causing a slowdown in the real estate market.
To pivot from this setback and turn the campaign around, we had to reassess our target audience and adjust our marketing strategy accordingly. We decided to shift our focus from high-income individuals to young professionals and first-time homebuyers.
To appeal to this new target audience, we revamped our advertising materials to showcase the modern amenities and convenient location of the condominium. We also partnered with local businesses to offer special discounts for residents, creating a sense of community within the building.
Furthermore, we utilized social media platforms to reach out to potential buyers and showcase the lifestyle benefits of living in this luxury condominium. This not only generated more interest but also allowed us to connect with our target audience directly.
