However, the principles behind these tactics all boil down to answering the following six questions in some capacity. Who What When Where How And, most importantly: Why These are so simple that it’s often easier to take them for granted and forget than it is to ask them of every element of your marketing campaign (or, indeed, of any other practice). However, some of the biggest flops in recent advertising and events damaging brand reputation could have been avoided by just sitting down and asking these questions honestly. Bryan and Dave repeat this throughout Getting Goosebumps, which I’d highly recommend reading if you haven’t already. It does a fantastic job of introducing the basics of inbound marketing in a way anyone can understand and apply. It’s also much more interesting that I make it sound – I promise! These 6 marketing questions can and should be applied to every aspect possible, as this will make sure that everything you’re doing has a purpose and works towards a set goal without missing key information. For example, asking “who are our target audience”, “what are their values and habits” and “how do we reach them” is a great way to start any campaign. However, the most important question of all (which you need to make sure youconstantly ask yourself) is “why”, as this can undermine everything you think you know about your tactics. “Why are we targeting this audience persona” is a question that can uproot an entire campaign by causing the focus to shift to a different, more suitable demographic. It’s difficult to describe the importance and uses of these questions as they are, so let’s dive into some juicy examples to show just how effective these questions can be.
The good, the bad, and the ugly WestJet’s 2013 Christmas ad Commercial airlines face hefty competition. Household names like RyanAir and EasyJet are titans when it comes to both brand recognition and being known for low prices, making it difficult to find success with the traditional “we’re cheaper” marketing tactic. WestJet knew this, and it’s obvious that they asked themselves a few basic questions, including: 2/9