Winning marketing campaigns include a well researched plan and materials that are on point. Even top name companies can make serious marketing mistakes when they forget the basics. Huggies once ran a campaign poking fun at dads. The campaign portrayed dads as foolish and unable to take care of their babies. The ads sparked outrage among parents, especially fathers. You can avoid making a similar mistake (and some others) by keeping these five things in mind.
1. Remember Your Audience
The most important thing for a successful campaign is to always remember your audience. The easy part is defining who your existing customers are. But who else may see your campaign, ad, email or flyer? Don’t alienate potential new customers by inadvertently offending them.
2. Stay On Message
If you are reaching out to your customers, have something to say. Don’t send out emails/flyers just to stick your name out there. Have a message for your customer, a call to action, it could be as simple as call us, check out our website, or come in to our store. Altering your message from campaign to campaign can refresh your brand and remind your customer of the services you offer.
3. Avoid Cluttered Designs
Your materials should be eye-catching, not overwhelming. A cluttered design can cause your audience to miss your message completely. You have limited exposure time with your audience before they move on to the next ad, email, billboard or piece of mail, so you need to make sure your audience receives the message as quickly and clearly as possible. Don’t lose them before they get your message.
4. Take Stock of Your Photos
Stock photos are purposefully generic - your company isn’t. Trade out the boring photos of business people sitting around a table talking over a blank piece of paper for updated pictures of your product or service to help bring the story of your business to life.
Depending on your campaign and the channels you are utilizing to promote your company or product, how frequently you contact customers can vary. There is different research on how many "touches" a person must have with your business before they become a customer. But frequent exposure to your business will help potential clients learn more about you.
One final tip, when your campaign is ready to launch, have numerous people review the materials to be sure they are clear and don't include any typos or unintended consequences. Huggies did listen to the feedback of their “Have Dad Put Huggies To The Test” campaign and replaced the original ads with new ones of fathers tending to their babies attentively.
If you would like assistance with your next marketing campaign, please contact us at www.BuddinghAssociates.com.
Spencer Tylin contributed to this article.
David S. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact him at (630) 961-4504 or visit www.BuddinghAssociates.com.