Reading through a recent article regarding the creative that goes into marketing campaigns, and whether or not it hits the target, I was fascinated by this example:
A university whose primary customer is someone looking to advance his/her education beyond the bachelor’s or master’s degree level, i.e. post-graduate focus.
The campaign’s initial batch of creative targeted the general public and, more specifically, individuals who were interested in pursuing a degree (that is, any degree, not specifically a post-graduate degree).
Initially, the campaign looked like a great success — the media generated hundreds of leads. The only problem was that the campaign generated the wrong type of leads — only a small percentage actually had a qualified interest in the product being supplied.
It wasn’t until the creative was modified to include the statement: “advance your education” that the quality of leads generated by the campaign better suited the intended customer: one simple modification, dramatically different results.
What is this example telling us?
It shows that we really need to focus to make sure that the creative that is developed for campaigns is appropriate for the target audience. If you don’t get it right the first time, tweak it quickly.
If you are launching a campaign that has excellent creative work behind it, but your aren’t getting qualified leads, you should take a very close look at how your creative is appealing to your target market. Finding out if your creative appeals to your target market will take some testing and patience, but it will be worth it when you finalize a campaign that pulls in qualified leads and also converts those leads into customers.
Absolute Marketing Group is in a great position to help you make sure that your marketing campaigns hit your target market.
The fact that we can handle developing the creative message and put your message in front of the right people gives your campaign a better chance to succeed. Contact us if you need help putting these two together.
