Friday, December 13, 2013
Successful campaigns require a lot of thought, creativity and talented people to bring them to life. But one of the most overlooked elements is patience.
In advertising, it’s all too common to hear, “that’s not working, let’s do something else.” It’s the marketing equivalent of “I want it now.”
This can happen just days or weeks into a campaign. You’ll hear it from people who do not understand that a consumer decision is not just an action, but rather a process that sometimes takes moments, hours, months or
Most success in advertising requires time to gain momentum and move consumers through a decision, or prepare them for when they will be making a decision in the future.
If you’ve built a strong, smart campaign that communicates a clear benefit and find that it’s initially producing little or no short-term results, give it time.
The results will come.
Posted by 3 at 03:57 PM | Post a comment
Tuesday, February 12, 2013
Every smart advertiser knows that in order to succeed, you are constantly looking ahead with key questions in mind:
• What are we going to accomplish?
• How can we anticipate people’s wants and needs?
• How is the fundamental relationship changing between our product/service and customers?
These core considerations should always be top-of-mind as you maintain, manage and create campaigns designed to accomplish your objectives. However, looking ahead too far when it comes to tactics is an error we see repeatedly. Especially when it comes to new digital channels, social media and tactical options that may not be based in reality.
The desire to implement cutting-edge communications quite often supersedes the common sense of focusing on your objectives, the target audience and what makes your product unique. Add to that the seductive lure of instant tracking (as opposed to long-term ROI) and you have a recipe for wasted resources.
Digital and social media options are growing and can be extremely effective when implemented at the right time, with the right audience and adhering to your core brand premise.
But, plan your tactics to the reality of your identity, target audience and the actual use of mediums and channels at the time of the campaign, or you might find your career having a Second Life.
Posted by 3 at 06:51 PM | Post a comment
Thursday, September 27, 2012
When most people see or hear a true insight about people, it resonates. Famous leaders, philosophers, writers and comedians are gifted at identifying a simple human truth and then explaining it in a way that we all nod, smile and think, “that is so true.” Usually these insights are not merely clichéd generalities, but offer something more piercing into the human condition.
Age is an issue of mind over matter. If you don't mind, it doesn't matter.
Being an intellectual creates a lot of questions and no answers.
Behind every great man is a woman rolling her eyes.
At the core of every great advertising campaign is an equally simple, compelling truth about the people we are trying to reach: our target audience. The hard part is getting to it. Because we can’t just find any human truth, we have to find a human truth that is addressed in some meaningful way by our client’s product or service.
The insight is there, somewhere, but to reach it you almost always have to do an extraordinary amount of work,
an incredible amount of listening and be extremely disciplined so you don’t get distracted or mislead into
Insight is the most valuable part of your marketing strategy. It elevates your brand experience beyond the merely transactional and into something meaningful.
Posted by 3 at 10:45 AM | Post a comment
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