Sound Advice
Every Wednesday I deliver a newsletter full of great information on marketing, sometimes its outside your business (advertising) and sometimes its inside your business (staffing, merchandising etc.). Here is my latest issue, if you would like to receive my newsletter please contact me.
When Advertising Doesn’t Work
Have you ever had an ad campaign that didn’t work?
It is not uncommon to blame the media for not reaching enough people or not reaching the right people. Seldom is either of these factors the real reason for advertising failure.
Virtually all traditional media reach far more of the right people than a typical business can handle.
To estimate how many people your business can handle, multiply the number of sales people you have times the number of transactions they can reasonably handle in a week.
For example, if you have four sales people and they can facilitate a typical transaction in forty minutes; your business can reasonably handle approximately 100 transactions a week.
You’ll soon discover the media you work with have a reach far in excess of what your operation can handle.
So why did your campaign fail?
The three most common reasons are:
1.) Copy that doesn’t sell. Do not expect the person who writes your ad copy to create ads that sell until you have convinced them that they should drive past four of your competitors to do business with you.
2.) Unrealistic expectations. Do you advertise long enough to accommodate your product cycle and capture your prospects when they are ready to buy?
3.) Advertising in Isolation. If you expect your sales staff to sell your advertised products or services, you need their buy-in and input for your ad campaigns.
*courtesy of Wayne Ens
Please contact me if you would like to discuss our guide to Building Better Buy-in for your next campaign.
Mike Jean
Victoria, BC Canada.
Phone: 1-250-360-6103
Email: mike@mikejean.ca