Advertising by nature is subjective. As a result, what seems to be a great advertising idea can turn out to be a failure. The following are five of the most common reasons why advertising campaigns fail.
Stretching your budget too far.
Understand your budget and what is realistic. We consistently see clients trying to stretch their budgets to do more than the budget will allow. Try not to spread your media buy or marketing tactics so thin that you can’t afford to repeat them. It’s always better to do fewer things more often.
Got to have it now.
Effective marketing is about creating mind share. And you don’t earn that instantaneously. It is a process and part of a long-term plan. Brands need to create between six and fifteen impressions before prospects take notice.
Believing that you are a focus group of one.
Many marketers believe that their perception is unbiased and accurate. When you’re on the inside looking out, it is very difficult to be objective about your own company. It is the perception of your customers and prospects that matters most. Engage in a non-biased process to discover the truth of what your customers and prospects think and want versus what you think.
Not backing up your promises.
Be wary of using hype and boastful language, such as, “we have the lowest prices,” “best service,” or “highest quality.” Your promises have to be believable. If you overdo it, your customers will know. And if they don’t believe you, they won’t respond.
Creative-heavy and strategy-light.
We’ve all seen those TV commercials and print ads that are very clever, but we can’t remember the brand name they are supposed to be promoting. Remember that your advertising can’t just be creative; it also has to be on strategy. Entertaining your audience is good, but winning their business is better.
Over the years, we have converted many of our clients’ advertising programs from failures to successes simply by identifying and correcting these types of mistakes. Take a few minutes to examine your current advertising to see if you are guilty of any of these common mistakes.
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Gumas wrote the book on Challenger Brand Marketing. This article about advertising campaign fails has been an excerpt from Marketing Smart. A collective of proven marketing strategies and tips to help Challenger Brands take on their larger competitors…and win! Download an E-book version of the Marketing Smart for free here.
