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Assumptions & Advertising Don’t Mix
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.
Etch-a-Sketch Goes Freestyle
As a kid I remember attempting again and again to make a curved
line on 
my Etch-a-Sketch. My frustrations would build almost as quickly as the numbers of square heads and wheels adorning the screen. Well, it seems like Etch-a-Sketch finally put their ear to the ground because a new generation has been released. The Freestyle Etch-a-Sketch features a joystick knob, replacing the two knobs of the past with smoother lines. One question: Does a one knob Etch-a-Sketch take away the challenge? – Kelly
US Speedskating Victories Sponsored By, One Person at a Time
Chris Carlson / Associated Press
In the locker room at the gym this morning, two ladies recapped yesterday’s Olympic highlights. Aside from being awake until Midnight watching, the pair gushed over the amazing speed, strength and quads of the Speedskaters. At that point the name Shani Davis came up. After unexpectedly dropping out of the 500-meter race only to rebound by winning his second straight gold metal in the 1,000-meter yesterday, of course it did!
Which reminded me how the Olympic US Speedskating team was in a pickle back in November. The team had just lost a major corporate backer, a bank that went bankrupt. Nervous about landing new sponsorship in such a short time, the team allowed Stephen Colbert to fill the void. He’s done an attention-grabbing job promoting the team, so by now I’d assume that most US Olympic followers may associate the two, but the way it happened still amazes me.
Not known for conventional tactics, the comedian similarly approached olympic sponsorship. Colbert didn’t personally front the money, nor did his television show, nor did the TV network. Instead, he called upon the Colbert Nation – his television viewers, everyday Americans – to donate to the cause. In the short time span of 3-months, Colbert fans raised more than $300,000 for the skaters (more money than the bankrupt sponsor had pledged!) and attracted the corporate sponsor Verizon.
This story reminds me that we all have potential to lead, to join together, and to do both. Everything starts with a vision, supported daily through every interaction you or your organization has with each individual you encounter, both inside and outside the organization. Positive experiences are reciprocated, attracting more followers, and expanding over time as your reputation and support network grows.
We are cheering US Olympic Speedskating victories in locker rooms and living rooms across the USA because of one person’s vision and commitment, which multiplied one person at a time. — Jenny
