Few businesses plan to run a bad advertisement because it would be a waste of time and money. However, in the day-to-day pressures of running a company, it’s easy to make a small mistake that quickly morphs into a nightmare. Here are five ways even the most carefully planned advertising campaigns can go bad along with tips to keep it from happening.
Does this scenario sound familiar? Sales are down, shareholders are panicky, and the pressure is on to get profits up. Buying a few spots on television or radio or putting one or two ads in the local newspaper or magazines looks like an instant fix, but it’s a dead end street to disaster.
There’s an old adage that goes “Most people don’t plan to fail, they fail to plan,” and most marketing plans go bad from a lack of planning. Before you place the first order for media or indoor or outdoor signage, do your due diligence and have a tightly planned campaign strategy complete with market research and specific goals. For example, our sister company Metropolitan Graphics offers digital decal printing that you can utilize on vehicles to advertise 24/7, even when parked!
Fishing in the Wrong Pond
No matter how cleverly written your advertisement is or how much money you spend on graphic design, colors and other options, if you are trying to sell products designed for teenagers to a senior market demographic, you are doomed to failure. Market research to determine the target age, gender and wealth status of your potential buyers increases the odds for a successful campaign for any product or service.
Buying the Wrong Type of Advertising
Television is a wonderful advertising medium but so are sidewalk signs and changeable message boards. With the myriad of advertising products from which to choose, how can you pick the right medium to promote your goods and services?
Knowing the market demographics for your target audience is one piece of the puzzle, and this data will help your advertising consultant help you decide what advertising mix will give you the best results.
It’s important not to overspend on advertising, especially when you are working with a tight budget, but it is just as important not to underspend. As a rule of thumb, if you are a new business or introducing a new product or service, you will need to invest more in advertising dollars than someone with an established brand does. One cost effective way to do this is by investing in low cost advertising products such as flutter flags or banners.
Quitting Too Soon
Successful advertising is based on frequency so customers and potential buyers must see your marketing message more than one or two times to make a buying decision. In fact, it could take 7 to 10 exposures to an advertising message before a prospect makes a purchase. Giving up too quickly on an advertising campaign and not allowing it time to generate the exposure and frequency you need is just another way a good ad can go bad.
Still not sure how to keep your advertising efforts from breaking bad? The experts at Metropolitan Display are available to help you choose the right advertising products for your business and budget.
Image via Flickr by Lydia Fizz