Marketing is a tough thing to do. If your marketing campaign succeeds you are the king for a day, but then you have to move on to your next product and make sure that succeeds to. Every company launches their marketing campaign thinking they have a gem on their hands, but many marketing campaigns fail. Why is this? There are multiple mistakes that companies make that can lead to failure before they even have a chance to succeed.
Marketing is a tough thing to do. If your marketing campaign succeeds you are the king for a day, but then you have to move on to your next product and make sure that succeeds to. Every company launches their marketing campaign thinking they have a gem on their hands, but many marketing campaigns fail. Why is this? There are multiple mistakes that companies make that can lead to failure before they even have a chance to succeed.
One mistake that companies make time and time again is creating edgy advertising with no real purpose. Edgy advertising for the sake of edgy advertising is meaningless. More often than not it is regarded with disdain by the general public and not cheered for being forward thinking. Companies need to consider the PR nightmare that can be created by pushing the envelope before they launch their next marketing campaign. While some people might like risqué advertising, those who don’t will make sure their voices are heard.
Along these same lines there are marketing campaigns that are focused too much on making a joke that they forget to mention the product. If the humor in your marketing isn’t based on the product itself then you are spending a lot of money to make people laugh. You aren’t spending that money to get people to buy your product.
Sometimes companies put too much stock in the current environmental movement without thinking about their customers first when developing their marketing plan. Sun Chips compostable bag was great for their green image, but they didn’t think about their customers when designing the bag. The bag was obnoxiously loud and the backlash against it was so severe that even though it wasn’t as good for the environment they switched back to the old bag.
The most egregious mistake a company can make in their marketing plan is making a change to the product just because it’s been a long time since one has been made. If your product is selling well after years of the same marketing and advertising something is working. When a product people are familiar with is changed the backlash can be tremendous. Take New Coke for example. New Coke showed the marketing world not to mess with something that works, and yet they do it time and time again.
Marketing plays a major role in a product’s success. Before you roll out your new “genius” campaign to the world take a step back and make sure you aren’t making a giant (and expensive) mistake.
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