In a recent interview with Shannon, a seasoned expert in media sales from Midco, we dove into the intricacies of effective marketing strategies and the vital role they play in business growth. Here is a glimpse into Shannon’s insights on how businesses can refine their marketing approaches and optimize their budgets for maximum impact. 

A Minnesota Native with a Passion for Media Sales 

Shannon, a proud Minnesotan, has returned to the Twin Cities after spending several years in North Dakota, where she was instrumental in building a client base for her company. With a background in strategic communications and advertising from the University of Minnesota, Shannon has been navigating the media sales landscape since graduation. Her journey from North Dakota back to Minnesota marks a full circle return to her roots, bringing her experience and a deep understanding of the local market. 

Defining Your Target Audience 

For businesses aiming to carve out a successful marketing strategy, Shannon emphasizes the importance of knowing your target audience. "The first step in any marketing plan is to understand who you're speaking to," she advises. This involves conducting thorough market research, analyzing historical sales data, and leveraging industry resources to gain insights into what has worked in the past. 

Tools such as credit card data, census data, and media buying software can provide valuable summaries to help businesses navigate their marketing strategies without needing years of experience in the field. 

Understanding the Marketplace and Competition 

Before diving into marketing tactics, Shannon stresses the necessity of understanding the marketplace and competition. "Without this knowledge, you risk wasting dollars and missing out on potential leads," she warns. A well-researched marketing approach typically yields better results compared to one that lacks in-depth analysis, leading to a more significant spike in leads and conversions. 

Setting a Realistic Marketing Budget 

When it comes to budgeting, Shannon highlights that the amount spent on marketing can vary widely depending on the industry and specific goals. For smaller businesses, focusing on organic social media, improving their website, and using cost-effective marketing practices can be a good starting point. "Marketing is available at all price points, from hundreds to millions of dollars a month," she explains, noting that not every business needs a Super Bowl ad to be effective. 

Reviewing and Revising Marketing Strategies 

Shannon recommends reviewing marketing strategies at least annually and particularly during the first quarter of a new campaign. "Align your marketing plan with your business plan for the year and be prepared to adjust based on early performance data," she advises. This ensures that the marketing efforts remain relevant and effective throughout the year. 

Refreshing Your Messaging 

Keeping your messaging fresh is crucial. Shannon suggests updating your creative at least quarterly and using data to guide these changes. "If a campaign starts performing poorly after a period of success, it's often a sign that it's time for a refresh," she notes. Staying current and engaging prevents audience fatigue and keeps the brand top of mind. 

Aligning with the Consumer Purchase Funnel 

Effective marketing strategies should align with the consumer purchase funnel. Shannon explains that various stages of the funnel require different approaches. For instance, brand awareness might be built through passive channels like TV or streaming audio, while more direct conversion strategies should focus on paid social and search ads. 

Evaluating Digital Products and Campaigns 

Businesses should evaluate digital products based on their goals and budgets, considering the purchase funnel strategy. Shannon suggests starting with a clear understanding of your audience and budget, then selecting digital products that align with your goals. 

Long-Term Partnerships with Midco 

Shannon’s approach to working with clients is centered around long-term partnerships. She collaborates closely with clients to plan their annual strategies and provides ongoing support to adapt and refine campaigns. "I aim to be a strategic partner rather than just a service provider," she says. Her goal is to ensure that clients not only achieve their marketing objectives but also see tangible results from their investments. 

Sponsorship Opportunities with Midco Sports 

Midco offers unique sponsorship opportunities through its regional sports network. Shannon highlights the benefits of aligning brands with popular local sports events, noting that live sports capture significant attention and can enhance brand favorability. "Aligning your brand with local sports can create a strong connection with fans and boost visibility," she explains. 

Final Thoughts 

Shannon’s expertise underscores the importance of thoughtful, data-driven marketing strategies. For businesses looking to optimize their marketing efforts, her insights provide a valuable roadmap to success. Whether you are a seasoned business owner or just starting out, understanding your audience, setting a realistic budget, and continuously refining your strategies are key to achieving marketing success. 

For those interested in exploring marketing opportunities with Midco, Shannon offers free consultations to help businesses understand how to make the most of their marketing investments. 

Feel free to reach out to Shannon at Midco to learn more about how they can assist you in navigating and optimizing your marketing strategies. With their support, your business can achieve greater visibility and success in today’s competitive landscape. 

Shannon Reger: shannon.reger@midco.com

If you're interested in having an interview for a member blog, please email Grace Leapaldt at grace.leapaldt@epchamber.org for more details!