There are many reasons why a seemingly watertight ad campaign might fail! Sometimes this is to do with inconsistency in your marketing, and not enough research into your customer demographic: the reasons are plentiful, and it’s often difficult for businesses to pinpoint exactly what went wrong.
So, for the benefit of all businesses out there, we have outlined the reasons why your ad campaign might fail and the easy steps you can take to prevent this!
- You’re running too many campaigns at once
Indeed, there is such a thing as one ad campaign too many! If you bombard a customer with repeated advertisements for your business, there’s only one outcome that’s likely: the customer will get annoyed, and you’ll actually lose engagement. Running too many campaigns at once will also become overwhelming for you and for your business.
Instead, identify which modes of ad campaigns generate the most customer interest and revenue. Does your TV advertisement strike more of a chord than your social media campaigns? Focus your efforts on the most progressive advertisements that provide the best possible outcome for your business. Identifying this is made easy with new developments in traffic-identifying software and data collection!
- You don’t have a competitive advantage
What sets your business apart from your competitors? How are your ad campaigns different? If you can’t answer these questions, your business might be lacking individuality. Individuality is the backbone of a successful ad campaign, and customers must come to you because you offer something everyone else does not.
Take a look at sites like Muse Advertising – they write about successful advertising campaigns on a global basis, across all industries, day in and day out!
Find your competitive advantage, and find it quick! Large markets can be much like a bloodbath for start-up businesses finding their footing. So many competitors in the mix can overwhelm your ad campaign, and it’ll soon be crushed under the commercial herd.
By finding your competitive edge, you can overcome even the most successful of oppositional advertisers. Ask yourself these questions: how are your major competitors succeeding, and what are their weaknesses? Address the flaws in their operations, and you’ll find the unique strength in your own.
Use this unique strength to create a memorable and effective ad campaign, whose tagline may even reflect this attribute! For example, if you provide exclusive offers that no other competitor does, use this fact to headline your campaign. It will be sure to prosper!
- You’re bypassing idea elimination
In essence, idea elimination is simply the discounting of poor campaign ideas. By ‘poor’ ideas, we refer to the advertisement campaigns that simply don’t generate high numbers of engagement or profit.
No matter what you do, some campaigns will never work for your business! Advertisement is centered so wholly around the industry you’re in and your customer demographic, that it shapes on what platforms you advertise and exactly how many people you reach.
Take running an ad campaign in the newspaper, for example. Newspaper advertisement is a traditional marketing stream, and nowadays we very much live in a non-traditional world. Unless you know your customers read newspapers regularly and that actionable leads are generated here, don’t bother running a newspaper ad campaign!
All in all: be smart! Eliminate the campaign ideas that don’t complement the message, audience or product of your brand. Focus on what’s guaranteed to work, and reap the consequent rewards.