What do we mean by “comparing apples and oranges”?
In previous blogs, we’ve written that it’s a great idea to see what your competitors are doing so you can check your target market and your offering. At this point, though, it also feels pertinent to remind everyone that checking is very different from copying and comparing. In other words, while apples and oranges may compete for space in a fruit bowl, they are very different fruits. The same goes for marketing strategies; while they all come under the general term of ‘marketing’, one approach will be very different to another. Sticking to food analogies, an apple pie is very different from a steak and kidney pie, even though they are both pies and are both made to nourish. In fact, for some people, a steak and kidney pie would never work for numerous reasons; vegetarianism and a dislike of kidneys being just two.
So, this is a conversation that we’ve repeatedly heard over the last ten years, “I was speaking with someone at networking and their marketing team is doing something different to us and getting amazing results”. There used to be a moment when we’d hear it and be filled with a level of excitement. After all, it’s always good to find out about a new service or method; that’s all a part of continuing professional development. However, in reality, these conversations always led down a rabbit hole to a now-familiar destination; they were comparing apples and oranges.
So what are the apples and oranges that are commonly compared?
Completely different marketing budgets
We’re going to go back to food for a second. There is something very different between a sausage roll bought in a petrol station and an artisan sausage roll purchased in a local farmers market. One is a cheap stomach-filling snack, and the other is a more expensive, often handmade, taste experience (if you can find a handmade, locally produced sausage roll for the same price as one from a petrol station, our team would love to hear from you by the way).
The same can be said for marketing. There is a lot to be said for the saying, “You get what you pay for”. In much the same way that the sausage rolls are incomparable, so are marketing strategies based on different budgets.
A good marketing strategy will always take into account your company’s needs and will consider the affordability of different options connected to your desired outcomes. It will also work alongside your business plan, factoring in plans for the future.
The other marketing team is offering something that the client has already rejected.
As integrated marketing strategists, NAMA offers our clients every possible marketing route to suit their needs. So, sometimes it comes as no surprise to discover that the other marketing team is getting results from a plan we’ve suggested and rejected by MDs.
There’s a reason why we all go to experts or employ outside agencies; it’s because they know what they are doing. So, it’s always a good idea to listen to what they suggest and give it some serious consideration.
Your marketing is aimed at a completely different sector.
B2B (business-to-business) marketing and B2C (business-to-consumer) marketing are very different beasts that require very different strategies. B2B focuses on building and nourishing relationships, proving that there is a return on any investment that any customer puts in. B2C can be far more focused on quick purchases and fun and enjoyable content. It’s all about understanding your target audience. So, if that marketer at networking has been focussing on B2C and your business is B2B, their statistics aren’t going to be all that relevant.
Does your business offer products or services?
This carries on nicely from different audiences; it also matters if you are selling a product or a service. Again, any marketing for a service is going to be about building up long-lasting relationships and making sure that a customer comes back for more. So, a marketing focus may be on receiving positive online reviews. On the other hand, selling a product can be a more direct and spontaneous experience.
You operate in an entirely different industry with a very different customer demographic.
You’re probably getting an idea of what we’re talking about now. Our favourite is when the marketing team that is getting ‘amazing results’ is marketing for an entirely different industry or to a totally different customer demographic. It’s impossible to compare. Imagine pointing at a Volkswagen Polo and asking why it doesn’t have the same 0-60 as a Bugatti Veyron.
The other company has a dedicated sales team.
We’ve addressed different audiences and products, but the other thing that needs to be considered is the size of the sales team that you are comparing to. It stands to reason that a sales team of twenty people is going to get better than a sales team of one. Additionally, have you told your existing staff what your marketing strategy is? Letting your whole team know what your marketing plan is makes it easier for them to shout about it, too.
Previous investment in marketing and a website
As with anything, reputation and client bases grow over time, so any previous investment in marketing or a website will impact a new strategy. How can you compare success rates when you have no idea what the starting point of the company you’re comparing to was? You have no idea if they have had a head start.
The person at networking is seriously exaggerating their claims.
Look, we work in marketing; we understand that sometimes people will exaggerate a claim or only tell a small part of the truth. Let’s give you an example. Someone we know put out a tweet which amazingly received a reach of 500,000! That’s a pretty spectacular stat. Head-turning, in fact. The bit that has been missed in that story is that despite having a reach of 500,000 and 1200 likes on their tweet, they only received one new follower and hits on their website didn’t increase. The 500,000 stat sounds a little less impressive when you hear that, which is why it’s always important to be furnished with the full story. On this note, our blog on Vanity Metrics may be of interest.
Find an agency that creates a tailored marketing strategy for your business and goals.
So, if you’d like to work with an agency that can distinguish between oranges and apples and that will explain precisely what marketing and assistance your company needs, get in touch for a conversation.
