You’ve spent weeks obsessing over the layout of your latest advertisement—not to mention a hefty portion of your annual marketing budget. But what if you’re going about the whole thing wrong? Here’s a checklist of common advertising mistakes to avoid, culled from the minds (and pens) of some of the world’s leading marketing industry gurus.
Overstaying your welcome. We all know that it’s important to create a strong brand identity, but that doesn’t mean you should never change your advertising strategy. Make sure you revisit your concept and refresh your marketing collateral at least every two to three years.
Leaving too soon. On the other hand, try not to be too fickle or flighty when it comes to your advertising strategy. Experts say it can take six months to determine whether a new campaign has been effective—even longer to help solidify the brand identity of a new or recently re-launched business.
Aiming too wide. Let’s face it—in the rarefied VAR space, you don’t need to market to the average citizen. Focus your precious advertising resources on groups that count the most. A little due diligence and market research can really help you hone in on high-value demographics.
Failing to follow up. If you’re wondering who you should focus most of your marketing efforts on, look no further than your current and past clients. Their shared history with you makes them more likely to contact you in the future than 90% of your cold-call prospects.
Missing the mark(et). Forget billboards, phone-book display ads, and AM radio spots; think trade-show swag, cheap-but-fun gadgets, and business-centric promotions.
Do you have any advertising errors in your past that you’d like to ‘fess up to? What’s the biggest marketing mistake you’ve ever made? Tell all in the comments.