Assumptions & Advertising Don’t Mix

March 10, 2010 in Marketing, Our Blog 1 Comment

Four things to consider when developing your advertising campaign

Some expensive “clever” advertising campaigns loose their effectiveness because of one major flaw… assumption. Leave out the focus of your message, or how easily your message is understood, and watch your advertising go virtually unnoticed.

One: Clarity

Don’t assume your message is clear. Just because your marketing team understands it and your advertising agency understands it, doesn’t mean your audience will. Ad agencies have a tendency to design what they like vs. what your audience wants, then sell it to you very persuasively.

Two: Catch Phrases

Don’t assume your catch phrases are understood. Internally your employees get to learn these, externally your audience learns them over time. Catch phrases can divide your audience, so if you use them, use them intentionally.

Three: Previous Messages

Don’t assume your previous message has been listened to. An ad campaign that builds from a previous ad needs to be clear to a first timer.

Four: Data

Don’t assume your marketing survey data is reliable. People typically answer surveys with what sounds good as an answer to the question. Example; Nobody would say “Yes I would love to pay $3 for a cup of coffee” on a survey, but millions of people love Starbucks. Always ask a few unbiased people that represent your audience what they think face to face. Get them to throw stones by asking them what they think is wrong and what they would do differently.