Why do companies start a great ad campaign and then stop short? I see it all the time – and often battle with my clients on this very subject. Branding takes time, effort and the big one PATIENCE. We live in an instant gratification society – people want results NOW. When it comes to branding – you can’t get it now. You have to be patient.
You have to:
Create an advertising campaign that is cohesive and spans not only time but different advertising venues – such as print, web, air etc
You have to know your target market – who are you trying to sell to?
You have to know what makes you different than your competition – why would someone buy from you instead of Competitor B down the street?
You have to realize that marketing is very cumulative – people typically need 7-9 “hits” before they will consider using you. “Hits” being a sales call, a view of an ad, an email, a referral etc…
When a client tells me that they want to run some newspaper ads and only do it for 3 weeks and then that’s it – I try valiantly to explain the above. Some listen…some don’t. But I try. Ultimately they might get some buzz for a bit – but it will disappear. I guarantee it.
Think about the ad campaigns that you remember – we all have a jingle that sticks in our heads – an ad that is forever branded in our brains. And I will guarantee that we have made purchases based on it. Why? Because those ads ran over and over and over again – sometimes for years. Those companies didn’t quit – they had patience.
My Mantra… Advertising is all about getting noticed. It’s true.
Have a game plan and stick to it. Don’t quit because no one called you from one magazine ad. Run a series, and you will see results. Learn the art of patience…and you will be rewarded.
Worth spending time to read the blog. Its really nice and interesting.