How many of us have visited a great restaurant and enjoyed a delicious meal that tasted just perfect? Contrary to this experience, how many times have you been disappointed with an order that “you know,” just did not taste right? Perhaps because, it seemed “that something was missing?”
There are many similarities between creating a great dish of food and a developing an effective ad campaign.
Yesterday’s advertising tended to emphasize the use of TV, radio, print or outdoor media.
A careful review of the intended demographics being considered needed to be conducted prior to implementing a marketing strategy. Focus groups were also a part of this research. The result would see to it that a strategy would take into consideration the habits, preferences, and true needs of the intended buyer (the consumer)
For some companies, a specific media was preferable, however, most successful campaigns called for a careful blend of mediums.
Today’s interactive technology offers new and exciting vehicles for reaching the intended audiences. The digital age has ushered in exciting ways to do this. Websites, you tube, social media and phone apps are part of the ever-evolving new normal of advertising. Businesses and prospective customers alike are rewarded with the instant gratification, which comes with digital media.
However, under the veneer of the new normal lies a potential problem. The assumption, particularly amongst smaller companies, is that a website or social media campaign is all that is required to bring in the intended customers. True, there is merit to part of this; however, one size still does not fit all. In the old days of advertising, TV ads were not necessarily the only or best way to reach an intended audience. Nor were print ads, radio or billboards. It all came down to who the campaign was intended to reach. However now this equation includes other forms of interaction technology. When, where and how to use, include or incorporate into the mix?
Just as incorporating a great mix of ingredients to make for a scrumptious dish of food, the same holds true for advertising.
Want better results? Next time, don’t always assume that you are supposed to do what everyone else is doing.
Want to really be successful, and get your name and brand out? Then as they say, think outside the box – and in some cases incorporate some of the old approaches with the new. Remember, it is all about whom you are trying to reach and delivering a way to demonstrate that you are truly unique.
