Why Do Most Ad Campaigns Fail?
“Advertising is the very essence of democracy. An election goes on every minute of the day where customers determine the leader.” (- Bruce Barton)
Advertisers always ask the question “what will make my campaign successful”?
Before answering, let’s define and understand what advertising is. According to Webster, the definition of advertising is “to tell about or praise (a product, service, etc.) publicly, as through newspapers, handbills, radio, etc., so as to make people want to buy it”.
Most advertisers focus on the first part… telling people about their product or service. This is why most advertising fails. Telling your story alone won’t make people want to buy.
There are two sides to the purchasing coin… logic and emotion. The decision to buy is made on the emotional level first, and then backed up with logic. Most advertising provides the consumer with plenty of logical reasons but little to no emotion.
Do your ads convey emotion? Are you reaching deep into the hearts of those coveted customers? If you want a successful campaign, create ads that appeal to the emotions.
Another reason why campaigns fail is that most ads are filled with clichés.
When it comes to advertising, a cliché is defined as a statement every marketer makes but no one believes. Have you noticed that every advertiser has the best selection, the absolute lowest prices and world-class customer service reps & sales staff?
Rather than loading your ads with clichés, consider using words that are powerful, colorful, descriptive and relevant. Create your ads from the customers’ point of view, not yours. If you want a successful campaign, stop using meaningless clichés.
Many ad campaigns fail due to advertisers putting too much information and too many different thoughts in their ads. This is a 2-part problem: (1) the ad contains more than one major theme and (2) there’s just too much information in the ad.
Part 1: A clear, single message delivered with real emotion will beat the ad filled with competing messages every time. What’s your message? Why will people want to buy from you? When you load your ad with multiple messages, you confuse the consumer. Confused consumers don’t buy.
Part 2: Putting too much into the ad. This is typically a result of the advertiser saying “if I don’t provide lot’s of different products to choose from, that prospect might not visit my store. He/she might not be interested in product A, B or C, so I’ll make sure I tell them about product D, E and F.”
Once you start loading your ad with long lists, you’ve lost the interest and attention of the consumer. Non-interested consumers don’t buy.
Do your ads consist of a simple, clear message? Or do your ads contain a long list of products & services that no one will remember? If you want a successful campaign, simplify your message.
Often, many advertisers will attempt the use of sound effects to gain the attention of potential customers. Sound effects can work if they’re relevant to your product/service and used sparingly.
Here’s an example of how NOT to use sound effects. Several years ago, a very promotionally-driven carpet cleaning firm opened their radio ads with irrelevant, highly agitating sound effects.
One ad in particular opened with a police siren (too loud, too long and painfully distorted), followed by the police officer yelling through his loud speaker “pull over… where are going in such in hurry?” The drivers’ response was: “but officer, I’ve got to get to a phone so I call ________ Carpet Cleaners… ” The entire series of ads were irritating and irritated consumers don’t buy.
The most successful advertisers communicate with their customers by crafting their message so that they deliver useful & relevant information. If you want a successful campaign, don’t irritate the customer.
Finally, placing different messages on different mediums will reduce your response rates. Many advertisers will put one message on TV, another on radio and yet another in print.
What you want to strive for is synergy in your advertising. True synergy is when 1 plus 1 equals 3.
The most successful advertisers will place the same message across every media channel they use. The result is synergy and a greater response to the offer. Ad & media people call this integration. If you want a successful campaign, integrate your message.
By making a few adjustments to how you craft your ads, you’ll see an increase in inquiries, leads generated and ultimately, higher sales volumes.
Ronald A. Heider is the founder & President of HMA, a full-service marketing management agency serving automotive advertisers. Heider can be reached at http://www.hmaads.com or by email at firstname.lastname@example.org
Article Source: EzineArticles.com