Over the years we have heard some strange reasons/excuses for advertising. The initiative is usually based in good intentions and then gets lost somewhere along the way of “where should we advertise”.
Below are the top 10 (or bottom 10) worst reasons to choose (or not choose) a particular advertising strategy:
10. “The competition did it and they’re doing great.” – Did they do great because of the ad you saw? Is there another campaign you’re not aware of? The devil is in the details and you don’t know enough about your competition’s operations to attribute perceived success to one particular campaign. And finally, maybe they’re not doing as well as you think. Could be a house of cards.
9. “It’s my favorite station.” – Don’t assume you represent your target market. It can be hard for owners to view their companies objectively. Your favorite radio or TV station, or favorite celebrity, may not resonate well with your audience.
8. “It’s on my way to work.” – Which is more important: you seeing it or your potential customers seeing it? Focus on their way to work before your own.
7. “Those colors are really popular right now.” – That doesn’t mean they work with your brand, or speak to your audience, or match your message. Choose function over form. Stay true to your own style so your customers are not confused.
6. “I’ve never clicked/called/responded to one of those before.” – You haven’t but others probably have. You may not be a skydiver, but other people jump out of planes all the time. We hear this often about Google ads. Literally millions of their ads get clicked every day and generate sales. That’s why they did more than $60 BILLION in advertising sales last year. Someone clicked.
5. “It’s funny.” – If you’re goal is to be a stand-up comedian, than this is a good reason. If your goal is to sell more of your products or services, this may be a terrible reason. If your brand isn’t funny, don’t try to make people laugh with your marketing. Humor can be a great element if it fits the overall goal.
4. “I get a free trip.” – True, but unemployment is a permanent vacation. That’s what you’ll get if you waste money on ineffective advertising. Trip or no trip, invest in marketing that will achieve a measurable goal.
3. “It worked when I did it years ago.” – Marketing changes. Daily. Most importantly – the lives of your customers are changing. They have more media options, are spending more frugally, and are more informed (and empowered) than ever. Newspapers are no longer focusing on print. Facebook has more targeting capability now than they did a month ago. Billboards don’t need to be printed. Don’t rely on old success as a barometer for the future.
2. “Everyone will see it.” – And then what? Being seen doesn’t sell more. If you’re the commercial everyone saw and hated or the commercial everyone saw and forgot, being seen didn’t help. Prioritize results above fame.
1. “It’s cheaper.” – In most cases, you get what you pay for.