As a marketing professional for more than 20 years, I am often asked about different marketing campaigns. What are my thoughts, will it work, isn’t that commercial stupid etc.? Many people are quick to criticize others marketing efforts while sitting on their hands when it comes to marketing their own business. The truth is that for many small businesses, their marketing plan fails before it starts. The reason, they never start!
So when I’m asked about many popular marketing campaigns, I remind people that the fact that they are asking me about the campaign means that it is probably working. Successful marketing requires two things, the courage to start, and the commitment to keep going. Yes, there are a lot of silly ads; many of them are quite annoying to listen to over and over again. But the question is not about whether or not I like an ad; it’s normally about whether or not I believe the marketing campaigns will be successful. Whether I like an ad is irrelevant. Even dumb ads work, because we talk about them.
A good marketing campaign needs to contain the following:
Who are you? Regardless of whether the ad is funny, smart, dumb, or touching, the ad needs to be clear about the identity of the Company.
What’s your message? What are you asking the viewer to do? Is there a sale? Do you want me to vote or spread the word? Regardless of the content, the viewer needs to understand your message.
Make it memorable - As I stated above, even dumb ads work. But the key is that we remember them and we talk about them. So have fun, brain storm, and don’t take yourself too seriously. Having a third party who isn’t connected to the company can be real helpful in this process.
Contact information - What is the best way to contact your company for more information? This seems obvious, but many companies are too concerned with the content, that they leave out contact information. You can have the best ad, but if the viewer doesn’t know how to contact you, he won’t.
Marketing doesn’t have to be stressful, JUST DO IT! The hardest part is just getting started, but start you must. Every day you waste in getting your company’s message out to your target market, is a day that a potential customer is going to the competition. The marketing plan does not have to be perfect. You just need to have one and be willing to start. You can make tweaks along the way. If you would like more information about marketing or you have questions about any of our other products or services you can contact me at firstname.lastname@example.org, follow me @askmarcjablon on twitter, and of course visit www.imaginethatpromo.com for the best promotional products with NO MINIMUMS and NO SET UP FEES.