Friday, March 16, 2012
We often find ourselves in an interesting business contradiction: recommending that our clients not advertise. This happens for many reasons, but it is usually when clients are just getting started or are creating a new offering. It is always because we don’t believe that we can achieve the desired results. If you’re not sure if you’re ready, here’s a short list to consider.
Don’t spend money on advertising when:
Your product, service or idea is not ready for prime time:
We’ve been asked to create campaigns for software that hasn’t been tested, services that are outside a client's expertise, and even products that don’t yet exist. It comes down to this: If you want people to pay you for something, or take interest, make sure what you are offering will benefit them – now. If you want to succeed in the long-run, it has to work for people as promised.
You’re not ready for the interaction:
If you aren’t ready to manage the sales process, wait until you are before you begin a campaign. This means that someone is answering the phone, your site is ready to take orders and/or your sales staff is ready to sell. Nothing will kill a campaign launch faster than disappointed customers who are having trouble doing what you are asking them to do: pay you money. In this era of open communication, a few bad interactions can stop your sales cold.
You don’t have enough resources to do it right:
A campaign is a delicate thing. It is generally planned from the ground up and includes multiple integrated marketing elements that are designed to work together, creating the synergy that is required for a successful campaign. Don’t start with a comprehensive plan and then decide to just cut back. You might think you are simply saving money by cutting some of the tactics, but you might be cutting all of the synergy. Better to wait and do it right, or start planning your tactics over with a realistic budget, in order to make sure what you are able to do creates the synergy you need for it to work.
The success of a campaign depends entirely on what you are offering, how you are interacting with potential customers and your ability to make a campaign greater than its parts.
And when you're ready – go.
Posted by 3 at 11:04 AM | Post a comment
Monday, August 1, 2011
We love great campaigns that take a simple, core idea and make people stop and think about that idea for a minute. But sometimes there can be a fine line between great campaigns and great campaigns that work. And the line between these is often drawn where the message connects the recipient to what the advertiser actually does. In your quest to stand out and lead the category, you must be careful not to elevate yourself right out of the category. You could leave your target wondering how you can actually benefit them.
Ads that leave the audience confounded often come about when an advertiser’s desire to stand out results in a campaign that is funny, dramatic or simply entertains with little regard for actually getting to the target benefit, or educating about what the product is. (Anyone remember the dot-com era of the late '90s?) When your company has something new that requires some explanation or you are trying to educate a new customer base, sometimes you have to bite the bullet and be responsible, doing a little more explaining
Don't get us wrong – advertising has to engage to register. But it all comes back to your simple idea. If you have a strong, unique, simple idea that is based on your target and how you benefit them, this will lead to communications that are simple, strong and balance the personality and positioning naturally. With a little thought up front, a great campaign can simultaneously entertain while informing. And you won't go over the heads of the people you most
need to reach.
Posted by 3 at 05:35 PM | Post a comment
Wednesday, April 20, 2011
Every once in a while we get the opportunity to see other folks in our business present themselves to prospective clients. We see this as a great opportunity to learn and improve. We recently encountered a competitor presenting themselves in a unique way: By making their approach, process and deliverables as complex and mind-numbing as possible. There were brand cohesion graphs, there were social integration flow charts, there were long titles, and in the end, there was nothing for this prospect to grab onto or
It was an important reminder that nobody, in their personal or their business life, has ever said, “I need to complexify my life.”
You’ve also never heard:
“I really like the way that commentator made that idea hard to understand.”
“I enjoy speakers who talk a long time before making their point.”
“I wish the beer ads in the Superbowl would spend more time explaining the fermentation process.”
We often sound like a broken record when we say it, but it is very near to our hearts, and something we work to do every single day. From your overall strategic direction, to the creative premise, to a Facebook post, to a single
ad in a single medium, you should be endlessly asking, “how can we make
Simple is power. Simple gives you impact. Simple leads to action.
Simple is success.
Are you a simplifier, or a complexifier?
Posted by 3 at 03:49 PM | Post a comment
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