I have no idea what I'll use in my Marketing Minute here in a few weeks. These Advertising Blunders have made my life easier over the past three months. Part ten of our 12-part series of the 12 most common advertising blunders according to Roy Williams, author of The Wizard of Ads.
Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.
10. Event-driven marketing: A special event should be judged only by its ability to help you more clearly define your market position and substantiate your claims. If 1 percent of the people who hear your ad for a special event choose to come, you will be in desperate need of a traffic cop and a bus to shuttle people from distant parking lots. Yet your real investment will be in the 99 percent who did not come! What did your ad say to them?
I have a client who owns a beautiful salon. She advertises just prior to Christmas, Valentines and Mother's Day. Makes sense, right? She used to advertise consistently, and these holidays were incredibly busy for her. A few years ago she scaled back advertising to just around these peak holidays. The first year there was still some success. However, once her 'brand' had lost it's position with her target audience, subsequent advertising centered around holidays lost their effect. Using Roy's words, she lost the other 99 percent! ~ Curt
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment