Some businesses who try their hand at ambient advertising experience expensive problems with their campaigns. Most of the time these become helpful “learning lessons” which can lead to bigger and better results with some adjustment. Fortunately there are many things you can do to decrease the likelihood of making these mistakes in the first place. Ultimately you can only prepare so much and at some point, you have to take action – even if it’s imperfect action. You can also learn from other people’s mistakes, avoiding these problems before they happen.
Here are three ambient advertising mistakes we see businesses make, and how you can avoid them in your own business.
Ambient Advertising Problem #1: Rushing the Creative
We all have to work to deadlines. Without deadlines, nothing happens – but you need to make sure that you’re allowing sufficient time for your creative team to come up with their “big idea” – after all, it will become the foundation of your campaign. A weak “big idea” is going to produce weak results.
When your project team meets to discuss timeframes, be sure that you clearly schedule time before and after the creative concept for discussion and agreement by senior management. Any changes that are put forward will need time to be reviewed, tweaked and implemented to avoid a last-minute rush.
Ambient Advertising Problem #2: Death By Committees
Any marketing idea can look great to 5 people, and awful to 5 other people. The trick is to know whose opinion matters the most!
So when it comes time to decide who should be agreeing to your advertising campaigns, make sure your senior leaders understand their role in the process. Just because they personally like a concept does not mean your prospects will. It’s certainly a difficult problem to navigate, but egos need to be kept in check during the review stage to avoid killing-off an otherwise brilliant concept for a new campaign.
Ambient Advertising Problem #3: Not Enough Budget
You’ve heard the expression many times: it takes money to make money. While this isn’t universally true, if you want to get solid results from your ambient ad it makes sense to back that ad with sufficient funds for it to work effectively. If you skimp on the budget through poor planning, lack of research or budget cutbacks, you need to be aware that the result could directly impact the results your campaign generates.
Ambient advertising, when done properly, can be a highly effective way to reach your target audience. If you follow these three simple steps, you’ll be better positioned to reap the rewards you’re seeking.