By: Maria D. : November 2019 :
Advertising is critical to helping businesses and organizations effectively communicate with and sell to their audiences. But as with any journey, the road to success comes with obstacles, potholes, detours, and closures (in this case, advertising misconceptions) that can derail efforts and gridlock your progress. Fear not, ST&P is here to help clear the way and keep you on track by clarifying and debunking a handful of advertising myths we’ve stumbled across.
Advertising creates need.
Ehhhhhhh, yes and no. Most times, the “need” is already there. Take cleaning products for instance. Everybody “needs” them, it’s just a matter of whether or not a consumer is in the market at that specific moment in time, or, if not, if the benefits of the product are enough to entice them to add it to their list and pick it up on their next shopping trip.
If a campaign fails, there’s no saving it.
Not true. Just because a campaign didn’t achieve the results anticipated the first time around, doesn’t mean it needs to be scrapped entirely. Every great campaign goes through changes and edits, and while they all can’t be A/B tested, they can still be analyzed to see what’s working and what isn’t—allowing you to make informed decisions based on the data and info available. So, before bidding it a final adieu, go back through to really understand how, why, and where it failed, make some tweaks and adjustments, and you could get it back on track and net the results you want.
It’s ok to scale back when business is booming.
Cutting back on advertising when you’re doing well might seem like an OK idea, but in reality, it is anything but. To be most effective, advertising should be kept consistent and continuous. Spending when times are good is a sure way to keep momentum going through the periods when sales (and cash) are low. The more your brand is out there, the more people will see it, experience it, and remember it. So, keep the hot streak running!
Advertising isn’t worth the spend.
Some may argue that advertising isn’t worth the cost or that they don’t see the value in it, but my counter…can you really afford not to do it? The brand that’s top of mind is on top of the list, and if you have competition (which, we all do) it’s absolutely worth the spend. Advertising is one of the best ways to connect to, communicate to, and engage with your target audience. In the long run, it serves as a means to drive traffic, increase brand/product awareness, and (if done right) nets a substantial return on investment.
Digital marketing is all you need.
When managed effectively, digital marketing can be one of your greatest assets because it allows you greater control over exactly how, when, and where your budget is spent. However, it’s important to not cast aside or throw shade on tried and true traditional marketing tactics—think print, radio, TV, and outdoor. By combining traditional and digital, you create a multi-channel marketing strategy powerhouse that can help get you the best return on your investment.
Don’t let the myths, misconceptions, or fallacies of advertising get in the way of your success. Give us a call or drop us a line at firstname.lastname@example.org and let’s discuss how we can develop a plan of attack specifically designed to get you the results you want, using the mediums we know will work best for you.