Give it a Chance

Give it a Chance

When you change your message or creative images or branding before the campaign has had a chance to sink in, you are wasting the investment in the campaign

When you change your message or creative images or branding before the campaign has had a chance to sink in, you are wasting the investment in the campaign

Good marketers have patience. Studies show that it takes anywhere from five to nine exposures for a customers to recognize a marketing message. And that only means that they recognize it as a message—not that they identify it with your company or product. In order for your marketing to “sink in” customers need to be exposed to your message over and over again. Repeated exposure leads to awareness that the message comes from you.

Think about some of the really engaging ads on TV or radio. How many times have you heard people say “I love that commercial, but I can’t remember who the company is.” This is not what you want to hear. Creating an integrated marketing plan is one of the best ways to build up these repeated exposures. Not only do your customers need to see your messages over and over again, but they need to see them in different places.

The right mix of activities touches your customers at different times and connects with them in different ways. An email, a phone call, a presence at a tradeshow, partnerships with other companies, editorial articles in trade or business magazines —all reach your customers when they are in different places thinking different thoughts. At some point, the message will be more relevant and in the right context, and will cause the message to sink in. Managing your campaigns is much like planting a garden. You find the perfect spot to plant your garden. You prepare the soil, plant the seeds and water and care for them until they finally sprout. Then you have to make sure they get enough sunlight and water, and you have to try to keep the bugs at bay. Then, after patiently caring for them, you walk out one morning, and the garden is in full bloom. Unfortunately for some, the campaigns are changed before they have a chance to bloom.

Give it a Chance

The ideas for the change can come from over-eager executives, agencies or even your team. The team works really hard on the campaign, and it might take you three weeks or three months to get your campaign to market. If it takes you that long to create the campaign, it will probably take at least that long for your customers to recognize it and connect it to your company or product. When you change your message or creative images or branding before the campaign has had a chance to sink in, you are wasting the investment in the campaign.

The time, energy and money used to create the campaign aren’t allowed to grow and have the desired impact. If you change too early or too often, you never build a foundation of awareness. You continually have to start from scratch (preparing the soil, planting the seeds, etc.) This costs more and delivers less. It takes a strong constitution to stand up to the pressures you might feel to “change things up” before your campaign has truly proved itself. You should always learn as you go and refine your copy and your offers as you go. But leave the core messages, images and tone of the campaign intact. Once they sink in you will have a foundation to build from. Have a little patience, and give your campaign a chance to grow.

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