Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Tuesday, November 28, 2006

Itchy Trigger Finger

One of the most common mistakes in advertising is scrapping an advertising campaign too soon. It is simple human nature to tire of one's own material. Logically, we've seen or heard our own ads way more than anyone in the audience has. But just because we feel the need for change, it does not necessarily mean that our audience feels the same.

Many a client has come to us with the desire to freshen things up a bit ... to pull the plug on a campaign that's just beginning to pull the desired results. It may be counterintuitive, but the best play is to allow a mature campaign to continue to drive results. Allowing the campaign to continue, enables the advertiser to leveraging the power of repetition and consistency to drive home a message, to clearly stake out a position, or reinforce a sales offer.

The true marketing geniuses know that when their trigger finger gets itchy, the smart move is to reach for some ointment. They never cancel a good ad campaign prematurely.


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