Advertising is the best means of building your company's name and brand awareness because its reach is longer and wider than any alternative.  Advertising through the right media can result in higher exposure, greater product awareness and potentially increased sales

But advertising can fail if it is not properly planned.  When examining advertising campaigns that failed, it is important to compare and contrast them with advertising campaigns that succeeded.

According to www.businessknowhow.com, a successful advertising campaign has a target market, has a consistent message, and develops credibility as well as awareness.  These qualities of a successful advertising campaign are all important for their own unique reasons.  Having a target market allows you to focus your time and energy on specific prospects, which increases your likelihood of success.  Consistency in your message gives your prospects a clear understanding of who your company is and what your company does.  Consistency in getting your message constantly in front of prospects helps drill your company's message into the minds of your prospects.  Finally, developing awareness can build your business by helping companies that were not aware that your company even existed become aware of your company and its products and services.  Developing a credible reputation helps build trust in your products before prospects actually use them.  
 
The Staples office supply firm discussed reasons why marketing and advertising campaigns fail in an article penned by Jeanette McMurty in 2012.  The first reason for campaign failure is targeting the wrong audience.  The next reason listed for marketing and advertising failure was overreach.  Some companies presented too many products to their target markets, resulting in an unclear, untargeted message being communicated.

Pritzer Media states that marketing and advertising campaigns can fail because there is no diversity in the platforms these companies use to advertise their products.  When budgeting, companies tend to take one path instead of multiple advertising.  The reality is that advertising across a diverse array of platforms is the best way to get a message consistently in front of prospects.  

Pritzer Media further states that using media improperly or an incorrect choice of media will negatively affect an advertising campaign.  Online media is the new marketplace for many potential prospects.  Not using Internet advertising means not reaching these prospects.

According to Huff Industrial Marketing, Cisco developed a B2B video marketing campaign for its products that saw only 6,000 views for its sneak preview campaign.  The reason for such a low number from such a large corporation is that the campaign was not promoted across all media platforms.  Cisco saw this, and when the products associated with the video campaign were launched, the company marketed its video through all its media platforms and saw a spike in views from 6,000 to 40,000.  

According to an article written by Jean GianFagna for Smart Marketing Strategy, banks often do an exceptionally poor job with direct marketing.  These banks send out marketing material that is poorly written, has little follow up, and does not actually cater to a specific business owner.  While Cisco learned from its mistake, these banks have not yet decided to alter their B2B marketing.     

As an online publisher for the pulp and paper Industry, Paperitalo Publications has helped a number of pulp and paper supplier companies develop a credible presence in the industry.  Our industry-specific materials appeal to every level of professional engagement, whether these industry professionals are listening to our Internet radio program or reading one of our newsletters.  With an audience of 20,000 viewers-listeners per day, Paperitalo Publications has the traffic to increase industry awareness for companies advertising with us.  Our multi-platform advertising gives advertisers the consistent contact needed to build brand awareness. Constant contact and consistent messages will help to increase your bottom line.  

Curt Gifford is Sales Manager of Paperitalo Publications.

For more information on Paperitalo Publications, feel free to contact:      

 

Curt Gifford  

cgifford@taii.com
770-367-4823 

 

Helen Roush

helen.roush@taii.com 

937-403-8602 

Jim Thompson
 jthompson@taii.com
678-206-6010