You might wonder why your previous marketing campaign failed. As you start looking at what you did, you cannot figure out what went wrong. For instance, when you used pop up display stands during a trade show, you thought that the final design was excellent. You chose the right location to set up your booth. You sent the right people to represent your company. The display stand was clear and visually appealing.
You also evaluated your online campaign and realised that you did everything right. You used enticing photos. You published the ad using the correct social media platforms. You were engaging during the campaign duration.
If you already assessed every aspect of the campaign, the problem could come down to which words you used in the advertising. You might not realise it, but the tone of the campaign could impact people’s reception.
Understand your target audience
The words used by millennials might be incomprehensible when they speak to seniors and vice versa. Even the slang kids use these days is entirely foreign to old people, even though the words belong to the same language. You cannot misuse words as you might turn off the group that you are targeting.
Apart from word choice, you also need to determine the correct word length. People these days dislike reading a lot of words. They prefer the use of images that they can interpret with a few words to boost their understanding of the image. Hence, memes became a massive hit. You cannot do the same with seniors. They want details. They need to know what they are getting if they decide to purchase any product. They do not want to waste their money on something they are not sure of.
Diversify your team
Perhaps, you do not have enough people in your group to help you formulate the correct words. Several campaigns ended up getting controversial because of the lack of diversity. For instance, some companies released a TV ad that was racially biased. If someone in their team had pointed out how a part of the commercial could be offensive to a group of people, they might have decided against its release.
The same thing can happen to your team. If you only have old people working on a campaign, but your target audience is mostly millennials, they will not know the right approach. You need someone who is a part of your target group to help you identify what could go wrong and help correct the material. Before printing any material or releasing any campaign online, you need to run it past all groups of people in your team, and even outside your unit. Take note of their responses and make the necessary changes.
You are advertising because you want to reach out to people, and not to alienate them. Understanding how they speak and what they want to hear will help significantly boost the outcome of your campaign.
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