These scary marketing tactics waste money because of the damage they can do to brands.
1. Changing ads frequently – You will get bored with your ads long before your audience does. Repetition is the key to advertising success.
2. Running ads only in the “show” or “conference” issue of a trade publication – These issues might actually be the least read because people are busy at the show. If you can’t afford to run at least three ads in a publication throughout the year, don’t bother.
3. Starring yourself or your kids in your print or TV ads – Professional actors and models have the specific skill sets needed to deliver your message in a compelling and polished way.
4. Not finding your market niche – When you try to be everything for everyone, you end up being nothing for anyone. Clearly define your core competencies and build your campaigns around them.
5. Not taking social media seriously enough – Develop a solid strategy that compliments your other marketing efforts and make sure your social media gurus have enough time to implement it properly. Social media is too important to be relegated to the “I’ll do it when I have time” list.
6. Having a lame website – There is no excuse for having an amateur website that isn’t functional or easy to navigate. Your website is perhaps your most important marketing tool, so be sure the design and content is professional.
7. Taking your own photographs – The most well-executed campaign will be sabotaged instantly by the use of a poor photo. Hire a professional who has the camera, lighting and talent to represent your product in the best possible way.
8. Sending the same project to multiple firms for more ideas or a better price – Find a company that you like to work with and that cares about your brand, pay them fairly and expect great work. If their work isn’t great, find another.
9. Not delivering what you promise – This can be extremely damaging in the age of social media and online reviews, not to mention word-of-mouth. It’s a cliché, but always under promise and over deliver.
10. Seeking approval by committee – The fewer people involved in the creative approval chain, the better. If your process requires a roomful of managers, you’ll end up with an unintelligible mess.
11. Putting too much stock in market research – Consumers don’t always know what they want, how they feel, or why they do what they do. Even if they do know, they won’t always tell you the truth.
12. Jumping on the new bandwagon – There are new marketing and media options popping up daily. It’s easy to be seduced by the latest fad, but it’s smarter to stick with what is working while you evaluate what might.
13. Not having patience – It takes time for marketing to work, and credibility grows through consistency. Plan your tactics well, and stick with them. Determine what is working and what isn’t. Do more of what is working.
