One of the big ideas that a lot of poor marketers jump to is that advertising has to play a big role in your marketing efforts. Or, that they are going to win over an entire audience with their advertising efforts.
The dirty secret in advertising and marketing is that the only person that is likely to enrich themselves if you lead with advertising is the ad agency and the location where the ads are placed.
That’s why it is important for you to spend a little time thinking about whether or not your advertising is actually helping you.
When you look at this the first question you need to ask yourself is:
Where is my brand in its lifecycle?
If you are a relatively new brand and you jump right out of the gate to advertising, that isn’t necessarily a wise decision.
Typically, early on in the brand lifecycle, you are going to be much better off by focusing on generating publicity and awareness about your brand through other venues like publicity and events.
Next, you should be thinking about what your goals are for your advertising and marketing efforts.
Without a clear idea of success, you will never know whether or not any actions you are taking are successful or not.
Alone, these two ideas will help you put a reign on your advertising. With the ultimate objective of any advertising campaign or marketing effort being that you want to push your brand towards a better future of more sales and improved performance.