Three Rules...
Practice.
Practice.
Practice.
The interesting thing about marketing and advertising is that everyone is an expert. I have been in tmarketing and advertising for more than 30 years and everyone has an opinion about advertising and is more than willing to share it.
You don't see that in Accounting. When was the last time someone walked into the office of the CFO... "I think we should accelerate the depreciation of the..."
Or walked into the COO's office and said, "I have come up with a brand new labor plan that we need discuss."
But everyone has an opinion on advertising and rarely are they afraid to share it. I remember a franchisee in the Auto Repair business telling me that we needed to buy advertising on radio station WXYZ because "all his customers listened to it". Turns out all the employees were listening to it and they were changing the radio stations in the customer's cars to their favorite station. Apparently all the "Soccer Moms" that came into his service center were not the fans of heavy metal that he thought they were.
Advertising, like accounting and operations, is a discipline. And it takes a lot of practice to get it right.
For me it always starts with "The very best marketing comes from observing consumer behavior and inserting your message into their behavior."
And "Observing consumer behavior" takes time. And practice.
At Thrive we run digital campaigns, using Google, You Tube, Facebook, Mobile, Search, Display Ads, Email for a wide variety of customers. YMCAs, Restaurants, Dentists, Lawn Equipment, Hotels, Chambers of Commerce, Health Care Services, Hospice... The point being that we get lots of practice. And each campaign generates ideas that we can use across campaigns for other businesses.
A mobile click to call campaign recently made the phone ring for a Health Care client. So we used the same approach for a Dentist. Cross pollination.
Experience counts in advertising. So does measuring results. One of the core strengths of digital advertising is the ability "Observe Consumer Behavior", learn from the observed behavior and make changes to the client's campaign. We have fine tuned campaigns for some clients dozens of times based on our observations.
"It doesn't do any good to sit up and take notice if all you do is keep on sitting."
If you would like to know more about digital advertising (even if you just have a question about your own campaign) and how it can help you business, call us at 419-776-7000 or use the Contact Us! button to let us know.
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