As marketers, we do research, we conduct tests, we utilise AI and machine learning, previous experience and intuition - all with the aim to execute marketing campaigns that produce results.
However, despite all of this, sometimes things don’t go as planned.
Why? Because our audiences are unpredictable humans – regardless of whether we’re targeting B2B, B2C or both.
So, assuming you did everything right in preparation, and your marketing campaign still fell short, what do you do now?
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It’s the same old story.
You spent weeks finding the right messaging, had the right people on your team, chosen the right images, video and colours. The product was ready, and this campaign was set to be one of the best you’ve ever launched.
You hit the “go” button and wait – only to find the results don’t meet your expectations.
Down and down it goes, until you face the facts that this is not going to be a campaign that reaches critical acclaim by any means.
You're not alone!
Small businesses and global brands have all been there.
Look at the abysmal failure that was Purple Bricks Australia. What about Vegemite iSnack2.0’s naming debacle. New Coke back in 1985, even.
Marketing isn’t a precise science – there are so many factors involved and, despite all our best efforts, sometimes things don’t pan out.
Here are some tips to try when this happens.
1. Don't get overly emotional
Yep, it’s hard. Frustrating even, not to mention embarrassing.
But I’ve found personally that if you rise to your emotions, it only leads to regret afterwards. You realise that your initial reactions just make it all worse. Instead, take a deep breath in, keep things professional and focus on the next steps.
2. Assess the outcomes
What went wrong? Don’t just assume – find out.
Was it something completely unpredictable? Or was there a factor you overlooked? Regardless of which, dig deep to see what the overall results were and take the time to discover how this all came about.
You’ll only make the situation worse if you ignore it and move on.
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