We’re always interested to hear people’s experiences of marketing: what works, and what doesn’t. Advertising and direct marketing often get a bashing. “I ran an ad once,” they say. “Got nothing from it. Not a thing.”
I can appreciate where they’re coming from. You’ve come up with a great idea for a new advertising campaign; you’ve talked it through from every angle – just to make sure it stacks up; you’ve seen that idea translate into a visual concept; tweaked the design a few times until everyone’s 100% happy with it; and honed the copy until the message is just right.
By the time it hits the streets (so to speak), you’re sick of the sight of it. But that doesn’t mean you run it once and then hide it away. The people you’re targeting have never seen it before. And, if you only run it once, what are the chances they’ll even see it at all? They’re not looking out for it. It doesn’t mean as much to them as it does to you.
You need that advert to work hard. Really hard. You need it to grab the right people’s attention, and then you need them to see it again and again and again and again, until the message sinks in. (See our previous blog "Why does Coca Cola still advertise?"