Terry Corbell, The Biz Coach
By Terry Corbell
Business Consultant

Marketing Not Working? 14 Important Reasons Why Marketing Fails


In major marketing campaigns – in business or politics – there’s nothing more frustrating than losing.

But a lack of funds or a small war chest is not the salient reason for defeat.

It isn’t necessarily how much you spend. There are many reasons for marketing failure of a campaign.

Failure leaves everyone connected with your marketing campaign in a quandary.

free stock photo Pants, Laugh, Look, ShirtHere are 14 important reasons:

1. Inadequate analysis of strengths, weaknesses, opportunities and threats — you must “know thyself.”

2. Drawing incorrect conclusions from the analysis (leading to ineffective overall strategic planning).

3. Unrealistic budgeting.

4. Ineffective testing of ideas and messaging.

5. Arrogance – over confidence.

6. Poor coordination with centers of influence.

7. Not developing effective teamwork and communication among stakeholders.

8. Targeting the wrong market — “know thy audience.”

9. Lack of job descriptions – who will do what and when?

10. Wrong people in many key positions.

11. Poor positioning in attributes and benefit statements.

No detail is too small: In collateral, from colors to font choices, or in developing centers of influence for the multiplier effect. But don’t get paralysis from analysis.

12. Ineffective allocation of promotional funds – wrong mediums preventing top-of-mind awareness in customers, or voters.

13. Unproductive evaluation of the campaign and return on investment.

14. Unsuccessful responses to negative surprises and failure to capitalize on opportunities.

In conclusion, some final thoughts:

Not to over-simplify, in essence, the key is to properly plan but only after you perform a strategic analysis.

Identify your centers of influence and strategic partners, quantify your goals, make a budget, identify your target audience, test your messaging, implement your plan, create a positive image, create a call for action, continually evaluate your progress, and respond to challenges and create opportunities.

No detail is too small: In collateral, from colors to font choices, or in developing centers of influence for the multiplier effect. But don’t get paralysis from analysis.

Plan your campaign to reach each person in your target audience with a positive message for a minimum of five times. That’s the magic number for optimal results. And be consistent to develop trust.

From the Coach’s Corner, do you want a fun look back at the top 100 advertising campaigns of all time? See them here.

More marketing tips:

14 Steps to Profit from Online Customer Reviews — For competitiveness and profits, businesses can’t afford to ignore the potential of online reviews. They’re a factor in revolutionizing commerce. Reviews are important because they influence prospective customers to buy from you. They’re also beneficial in improving your Internet presence because search-engine crawlers consider them to be relevant.

Trending Essentials to Win Millennials’ Brand Loyalty — How do Millennial consumers – ages 18 to 33 — view brands? What’s necessary win their brand loyalty? The answers to these questions are important because Millennials have $600 billion to spend. If you win them over now — depending on your goods, services and industry — you might also create customers for decades to come.

Checklist to Create Cyber Monday Sales Success — In order to celebrate your Cyber Monday sales, you must first create a happy buying environment. That means reviewing  your store and Web site to attract prospects and to create happy customers. If you’ve prepared your merchandise and cleaned your store, you’re half done in creating happy customers. 

How Mobile Strategies Are Most Effective with Cross-Channel Marketing — Businesses are increasingly using mobile apps to sell products, but the most successful know how best. They use cross-channel marketing tools.

What Successful Marketers Know About Lead Generation — Professional marketers are more successful when they use integrated marketing automation to evaluate their performance and to become more competitive in the marketplace. This means they’re more sophisticated than their competitors in determining their returns on investments, according to a 2012 a study. 

“The hardest thing about any political campaign is how to win without proving that you are unworthy of winning.” 

-Adlai E. Stevenson


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.





Seattle business consultant Terry Corbell provides high-performance management services and strategies.