1447: Spray and Pray is Killing Your Marketing, Here’s a Better Approach by Erin Blaskie on Business Advice

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[00:00:32] [SPEAKER_01]: Spray and Pray is Killing Your Marketing, Heres a Better Approach by Erin Blaskie of

[00:00:38] [SPEAKER_01]: ErinBlaskie.com

[00:00:40] [SPEAKER_01]: I play a lot of FPSers.

[00:00:42] [SPEAKER_01]: For those of you who are non-gamers, FPS is a first person shooter.

[00:00:47] [SPEAKER_01]: Think Call of Duty, Halo, Bioshock and Far Cry.

[00:00:51] [SPEAKER_01]: Even if you've never heard of these games, stick with me.

[00:00:53] [SPEAKER_01]: There's a phenomenon that happens inside of these games that also happens in marketing

[00:00:58] [SPEAKER_01]: and in both places it's a huge mistake but one that oh so many people make.

[00:01:04] [SPEAKER_01]: Spray and Pray.

[00:01:05] [SPEAKER_01]: When you first start out with a first person shooter, you're usually not very good

[00:01:09] [SPEAKER_01]: at the game nor do you have the mechanics down like how do you control your character,

[00:01:13] [SPEAKER_01]: how you make them fire a weapon etc.

[00:01:16] [SPEAKER_01]: And sometimes it takes a bit of time to ramp up your skill set.

[00:01:19] [SPEAKER_01]: During this time of not so great gameplay, a lot of players engage in something called

[00:01:23] [SPEAKER_01]: Spray and Pray.

[00:01:24] [SPEAKER_01]: It often looks like this.

[00:01:26] [SPEAKER_01]: You fire up Call of Duty Ghosts, you pick the most common loadout for that skill level,

[00:01:31] [SPEAKER_01]: Honey Badger anyone?

[00:01:32] [SPEAKER_01]: You queue into a match and you ready yourself.

[00:01:35] [SPEAKER_01]: When an enemy flies across your screen, you panic, aim your gun sometimes, hold

[00:01:40] [SPEAKER_01]: down the trigger and fire until your clip is empty, and then you breathe.

[00:01:44] [SPEAKER_01]: The only thing you've thought about over those last 6 seconds is, did I hit anyone?

[00:01:48] [SPEAKER_01]: And if you are lucky enough to see a little score indicator pop onto your screen,

[00:01:52] [SPEAKER_01]: you likely cheered, fist-pumped or at the very least thought about the speech you'll

[00:01:56] [SPEAKER_01]: give when you win your first competitive tournament.

[00:01:59] [SPEAKER_01]: Trust me, we've all been there.

[00:02:01] [SPEAKER_01]: Post and Pray.

[00:02:03] [SPEAKER_01]: In marketing, a lot of companies engage in something similar.

[00:02:06] [SPEAKER_01]: In this space however, it's something that I like to call Post and Pray.

[00:02:10] [SPEAKER_01]: The idea is similar to what I've just described.

[00:02:12] [SPEAKER_01]: The company readies their product or service, they hold their breath, and

[00:02:16] [SPEAKER_01]: when a customer moves across their space,

[00:02:18] [SPEAKER_01]: they fire a message at them and cross their fingers that it works.

[00:02:21] [SPEAKER_01]: If the company is lucky enough to score a win, they look at themselves like

[00:02:24] [SPEAKER_01]: marketing geniuses who are on the high flying path to success.

[00:02:28] [SPEAKER_01]: But if they don't get that win, they get discouraged and sometimes give up.

[00:02:32] [SPEAKER_01]: You see the Post and Pray phenomenon occur in many different areas,

[00:02:36] [SPEAKER_01]: social media, email marketing, choosing where to spend advertising dollars,

[00:02:40] [SPEAKER_01]: and targeting.

[00:02:41] [SPEAKER_01]: While something is better than nothing may get you a point or

[00:02:44] [SPEAKER_01]: two on the scoreboard in Call of Duty,

[00:02:46] [SPEAKER_01]: it doesn't fare out as well when it comes to your marketing budget.

[00:02:49] [SPEAKER_01]: Set your sights, precision is key.

[00:02:53] [SPEAKER_01]: To get better at an FPS, you need to get really,

[00:02:55] [SPEAKER_01]: really good at setting your sights on a target and aiming with precision.

[00:03:00] [SPEAKER_01]: Precision is the difference between good gameplay and terrible gameplay,

[00:03:04] [SPEAKER_01]: the difference between a win or a loss.

[00:03:06] [SPEAKER_01]: In marketing, the same holds true.

[00:03:08] [SPEAKER_01]: In order to be successful at marketing,

[00:03:10] [SPEAKER_01]: you need to set your sights on the right customers and

[00:03:12] [SPEAKER_01]: focus your efforts there.

[00:03:14] [SPEAKER_01]: One of the best ways to hone in on your ideal customer is to leverage

[00:03:17] [SPEAKER_01]: available data to determine exactly who they are, where they live, and

[00:03:22] [SPEAKER_01]: what they're interested in.

[00:03:23] [SPEAKER_01]: In an article published by Media Math, they discussed a study that was

[00:03:27] [SPEAKER_01]: conducted called the Global Review of Data-Driven Marketing and Advertising.

[00:03:31] [SPEAKER_01]: The study evaluates the responses of 3,000 data-driven marketers and

[00:03:35] [SPEAKER_01]: advertisers in 17 countries and

[00:03:37] [SPEAKER_01]: identifies key trends that resonate with marketers the world over.

[00:03:41] [SPEAKER_01]: In this report, they found that data-driven marketing budgets are on the rise.

[00:03:45] [SPEAKER_01]: Globally, 63% of panelists reported that their spending on data-driven marketing

[00:03:50] [SPEAKER_01]: and advertising grew over the last year, with another 10%,

[00:03:53] [SPEAKER_01]: 73% in total, expecting that budgets will rise yet again over the next year.

[00:03:59] [SPEAKER_01]: The other key point in the report was that a majority of global panelists,

[00:04:03] [SPEAKER_01]: 53%, said that, quote,

[00:04:05] [SPEAKER_01]: a demand to deliver more relevant communications, slash be more customer

[00:04:09] [SPEAKER_01]: centric, end quote, is among the most important factors driving their

[00:04:13] [SPEAKER_01]: investment in DDMA, outpacing all other relevant factors.

[00:04:17] [SPEAKER_01]: In short, precision is key.

[00:04:20] [SPEAKER_01]: Identify your audience, identify your message, and use that as your vehicle

[00:04:24] [SPEAKER_01]: to deliver an outstanding marketing campaign that is aimed in the right

[00:04:28] [SPEAKER_01]: direction.

[00:04:29] [SPEAKER_01]: Time invested equals higher ROI.

[00:04:32] [SPEAKER_01]: To increase your precision in an FPS, you need to invest time into the game.

[00:04:37] [SPEAKER_01]: You need to play match after match after match to learn the mechanics and

[00:04:41] [SPEAKER_01]: fine tune your delivery.

[00:04:42] [SPEAKER_01]: With this investment, precision increases, your knowledge around the arsenal

[00:04:46] [SPEAKER_01]: selection grows, and you're able to easily identify at any moment where on

[00:04:51] [SPEAKER_01]: a map your target will be waiting.

[00:04:53] [SPEAKER_01]: The same rings true for your marketing efforts.

[00:04:55] [SPEAKER_01]: The more time you invest in understanding your demographic,

[00:04:58] [SPEAKER_01]: the playing field, and their behaviors, the higher your ROI.

[00:05:01] [SPEAKER_01]: So instead of posting and praying, or spraying and praying,

[00:05:05] [SPEAKER_01]: work on your precision.

[00:05:06] [SPEAKER_01]: That accuracy will not only net you a killer KDR, but

[00:05:10] [SPEAKER_01]: also some sweet, sweet victory.

[00:05:16] [SPEAKER_01]: You just listened to the post titled, Spray and Pray is Killing Your Marketing.

[00:05:20] [SPEAKER_01]: Here's a better approach by Aaron Blaski of AaronBlaski.com.

[00:05:25] [SPEAKER_01]: This show is sponsored by BetterHelp.

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[00:06:21] [SPEAKER_01]: That's betterhelp, H-E-L-P dot com slash work daily.

[00:06:26] [SPEAKER_01]: And thanks to Erin for letting us share her work.

[00:06:29] [SPEAKER_01]: She became obsessed with video games when she got her hands on a Commodore 64

[00:06:33] [SPEAKER_01]: in the late 80s.

[00:06:34] [SPEAKER_01]: So you'll often hear her make comparisons and analogies to video games.

[00:06:38] [SPEAKER_01]: Today she's leading marketing at fellow.app, a productivity tool for managers.

[00:06:43] [SPEAKER_01]: And she curates productivity content on digs productivity namespace.

[00:06:48] [SPEAKER_01]: For the past 20 years, she's been invited to speak on stages around the world,

[00:06:52] [SPEAKER_01]: including TEDx, and now more recently, virtual conferences.

[00:06:56] [SPEAKER_01]: She covers marketing, community, and remote work.

[00:06:59] [SPEAKER_01]: You can also check out her book,

[00:07:01] [SPEAKER_01]: Destiny, A Love Story About a Video Game, Marketing, and Storytelling.

[00:07:05] [SPEAKER_01]: Come by ErinBlasky dot com for a lot more.

[00:07:08] [SPEAKER_01]: And I've got that linked in this episode's description for you.

[00:07:11] [SPEAKER_01]: And thanks again to Erin for letting us share her work.

[00:07:14] [SPEAKER_01]: And that's going to do it for today.

[00:07:16] [SPEAKER_01]: I thank you as always for being here and for clicking subscribe.

[00:07:19] [SPEAKER_01]: And I'll see you right back here tomorrow where your optimal life awaits.