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Anne Skrynsky Anne.Skrynsky@bellmedia.ca
The 12 most common mistakes that advertisers make...
1. The desire for instant gratification
- Advertising does not work this way.
- You have to earn your customers’ trust.
- Be good at what you do and tell as many people as you can as often as you can.
- Never build your business on price alone because the person who shops for price alone will switch away from you as quickly as they switch to you.
- It is like eating well and exercising; the longer you do it the better you will feel.
- Uncover your unique selling position; focus your campaign; communicate your message.
2. Attempt to reach more people than your budget will allow
- Reach 100% of the people and convince them 10% of the way or better yet, reach 10% of the people and convince them 100% of the way.
- Buying off prime time.
- Drive your message home.
- Reach people 3 times within 7 days.
3. Assuming the business owner knows best
- They are uniquely unqualified to know how to reach their customer.
- Know what the customer really needs. People don’t really want ¼” drill bits, they are looking for ¼” holes.
4. Unsubstantiated claims
- Don’t go for simply just name recognition.
- “Recall moment” be there, describe that moment to the customer so that when his moment comes, he will think of you.
5. Improper use of passive media
- There is a time and place for this, but you have to have used intrusive media first.
- Emotion creates desire!
6. Creating ads instead of campaigns
- It takes a series of connected ads to make a campaign.
7. Obedience to unwritten rules
- If you are going to lead, you have to go where no one else is willing to go.
8. Late week schedules
- Don’t try to reach your customers last minute.
- Win their hearts ahead of time.
- You will have early week to yourself.
9. Assuming the decision-maker is the only one you need to reach
- Other people influence the decision-maker.
- Example: McDonald’s reaches children although parents make decisions.
- Impress deeply.
10. Event-driven marketing
- When event is over, the commercial is over; ad is gone.
- Hard to reach people.
- Advertising schedule should be effective as long as company plans to stay in business.
11. Great production without great creative
- Ad must be informative and believable.
12. Confusing response with results
- If you are looking to get response you will end up with “slick” ads that are not informative or believable.
- Measuring response and not results is one of the greatest mistakes advertisers make.