If you were canvassing for a political candidate, would you place a paper brochure or flyer promoting the candidate outside in the rain? I hope you wouldn’t, but that’s just what happened around here today.
The forecast called for lots of rain
This morning, when I opened my front door to get my morning paper, I found a soggy brochure on my doorstep. The brochure was for a guy running for county executive in Montgomery County where I live. I couldn’t tell you much about this candidate because the brochure was practically dissolving from all the rain we’ve been getting. I am not sure when the brochure was placed there, but I do know the forecast called for rain every single day this week, to the extent we are under a flash flood warning. And even if you didn’t hear the forecast, all you had to do is step outside, feel the rain drops and look at the gray skies and know that the weather didn’t look good.
But you have to care to know the forecast
A whole lot of effort and money was wasted here, seemingly because people didn’t know it was raining. Or perhaps they just didn’t care. I don’t know which it is but if you are doing marketing, it pays to be informed.
The solution is simple: Do your research
In this case, whoever was in charge of the canvassing, should’ve looked at the weather and scheduled it for a day when it wouldn’t be raining. Or perhaps, should have considered alternative means to get the brochure out.
If you were planning an event, you’d want to check the calendar to see if there was a holiday or other big event on the date you were considering.
If you were planning to launch a product, you’d want to make sure production is on schedule.
You have to ask the right questions
You always have to ask questions…but you have to know what to ask about. In order to do this, you may have to do some research, talk to experts, ask other people. In short, you need to gather information so that you can ask the right questions.
For example, you may have heard that the EU’s General Data Protection Regulation or GDPR is going into effect on May 25, 2018. Some questions you may have are these:
- What exactly is GDPR and does it affect me?
- What do I have to do (if anything) to be in compliance?
- Why is this important?
If you don’t ask these questions, you may not be in compliance with GDPR when it goes into effect next week.
For any marketer or communicator, information is the key. So do your research and ask the right questions before you undertake any action.