You can gain market share and increase sales in a tough economy. But not if your advertising is doing the same old, same old.
Smart companies have changed the way they get new business, and "canned" advertising is the kiss of death in an era where hatching fresh ideas and harnessing the power of new technology are the keys to survival and resurgence.
What is canned advertising? It's the generic trash that 90% of the ads, Web banners, landing pages, radio spots and TV commercials produced today are made of. The worn-out generalities and trite cliches used to describe products and services could apply to any business. Worse yet, such advertising fails to separate you from your competition.
Today, the best way - the only way to - to get your audience's attention is by packing substance and originality into every message and spreading the word through media that they're personally invested in. If a promotional idea or marketing strategy feels familiar, recycled or just flat-out boring, roll it up into a big ball and toss it in the trash.
If a zero tolerance policy against canned ideas makes your ad agency uncomfortable, maybe it's time to can your ad agency.
For more ideas to drive sales check out archives or visit Ambit Advertising and Public Relations.
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