5 Biggest Marketing Mistakes
I’ve made ’em. How about you? Here’s my list of top marketing mistakes:
1. EVERYONE GETS INTO THE ACT
Ever come up with a good marketing idea only to have everyone in the company hop on it and tear it down? Ever noticed that everyone has an opinion on about marketing? And they defend their opinions with deadend statements like, “That’s too dumb.” or “I know what will work.”
We had that problem with our first franchisees at Jack In The Box. The marketing department sent out the previews for the next quarter, and the new franchisees thought they were infantile. Well YEAH. JIB ads were aimed at teenage guys, not forty somethings.
Tell your negative cohorts this:
2. ADVERTISE TO THE WORLD
One ad does not fit all unless it says this:
If you think, “Everyone will buy our product,” then you need professional help with marketing. One size doesn’t fit all. Tailor your ads to the clients who will spend the MOST BUCKS with your company (and hope that the ad will also gain attention with the others, too).
Here’s the easy way to do that: download the free Customer Demographic Survey from this site and start identifying the characteristics of your most profitable customers – age, locale, types of products, etc.
3. DON’T BOTHER TO TEST IT – JUST GET SOMETHING OUT THERE
(also known as SOMETHING IS BETTER THAN NOTHING)
What man would guess that the photo’s shape of a woman’s eyebrows drew attention away from the product?
What woman would have a clue about advertising men’s belts?
ASK and TEST.
Preview your ads through people who are in your demographic range and see what works best.
4. IT HAS WORKED BEFORE AND IT WILL WORK AGAIN
It was unique before.
Is it boring now?
You need to repeat an ad long enough that your clients see it a couple of times. Your main branding needs always to be in any ad (logo, colors), but the graphics and message need to make enough of a change that the message grabs their attention again.
And if it’s new and CLEVER, people will look at it a couple of times and still like it.
5. USE A PHOTO OF YOUR BEAUTIFUL LOCATION….EMPTY
I made this mistake at JIB. We went to our newest unit at 4:00am, hosed down the lot, turned on all the inside lights, and as the beautiful dawn light made our unit glow, we snapped the photos that I put into the franchise brochures.
DUH. Someone finally clued me in several years later: Beautiful but empty units send a subliminal message that says “There are NO CUSTOMERS. It must not be good.”
ALWAYS have smiling customers and happy employees in every photo.
These are the mistakes I see all the time when working with young companies (and even some established ones). Hope you don’t have so many on your list!
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