“THAT ADVERTISEMENT DIDN’T WORK!”
Updated: Nov 26, 2019
My mind immediately goes into overdrive when I hear this. Why? Because ALL advertising works.
Albeit some better than others. The rational here is this---if any company advertised a message saying the first 10 customers tomorrow will receive $100 cash, there’s a darn good chance you’ll have 10 people at your business doorstep.
There a few things in play here:
How it was delivered (media)
Marketing is the smarts behind any ad campaign. Where the sum is greater than its parts. So, it’s critical to understand:
How to craft a memorable and differentiated message that speaks to your target audience.
Your offer needs be motivating and designed to drive action now versus tomorrow.
The media selection on how your ad is delivered must be relatively priced based on the estimated response along with your offer net dollar margin.
Your call-to-action is what you want the customer to do after seeing/hearing your ad. It should be the easiest, most convenient method for potential customers, and one that makes best sense for your business.
Tracking, often the forgotten metric, is a fundamental mandatory. Tracking any ad effort not only allows you to understand how well it performed, but also to compare against other ad efforts.
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