That Includes Your Marketing PlanI see it time and time again. An advertiser launch a very solid campaign with a good message. In his or her mind is some arbitrary time line and criteria to judge it's effectiveness. They have already begun thinking what to do with their advertising dollars when this doesn't live up to what they expect.
This is complete hogwash. (i know, strong words)If the strategy is good today and the message conveys the strategy, commit to it. Without a timeline. It will work. Do not judge it based on if people say they heard or saw it, but if revenue increases. That is all that really matters.
Too many advertisers think that they should be able to determine a consumer's time of need. Nope. You can't. Just be prepared when the need arises!
Matter of fact, most advertising campaigns work exponentially better in their second or third year. Most advertisers skip out between 13 weeks and a year searching for the magic advertising elixir to solve all of their challenges overnight.
Today's picture is a good illustration. When the business started, they did not put up a tent, planning to move and set up elsewhere if this business didn't work and try something else. Don't treat advertising that way!
No comments:
Post a Comment