If Your Marketing Isn’t Working, Consider the 14 Possibilities



In marketing campaigns, there’s nothing more frustrating than losing.

Failure leaves everyone in a quandary. But a lack of funds or a too-small war chest isn’t the salient reason for failure.

When a marketing campaign fails, there are many possible reasons.

The 14 reasons:

1. Inadequate analysis of the strengths, weaknesses, opportunities and threats.

2. Drawing incorrect conclusions from the analysis, which leads to ineffective overall strategic planning.

3. Unrealistic budgeting.

4. Ineffective testing of ideas and messaging.

5. Arrogance or over-confidence.

6. Poor coordination with centers of influence.

7. Ineffective 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 or value propositons.

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 the target audience.

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

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

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 to be consistent in developing trust for optimal results.

From the Coach’s Corner, last century’s top 100 advertising campaigns comprise a fun list to read.

More marketing tips:

Marketing Plan Fundamentals For Best Results — If you haven’t completed a strong marketing plan to complement your business plan, you’re missing some salient benefits. An effective marketing plan generates revenue and alleviates uncertainty for your business.

Critical Essentials to Develop the Best Marketing Formula — There are critical essentials for marketing, which includes the right channels and developing the right message. That includes the right branding slogan and logo. Unless your targeting upscale consumers, many consumers prefer value marketing.

Best Sales Pipeline Tips: Content Marketing, Follow-up and Marketing Automation — Here’s how you can maximize your sales pipeline with effective content marketing, prioritizing follow-up and marketing automation.

Marketing Strategy That Best Defends Your Company Against Competition — What do I mean by the phrase, “A marketing strategy that best defends your company”? Protecting your assets with the right marketing strategy results in the shielding and enhancing of your brand, as well as protecting your customer base.

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.

Wherever you see a successful business, someone once made a courageous decision.
-Peter F. Drucker


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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.