Avoiding the biggest don’ts of marketing: three tips

Avoiding the biggest don’ts of marketing: three tips

Whether you are marketing to promote a product, a service, or a new business entirely, there is several buckets you should shoot to fill in terms of reaching, attracting, and maintaining a target audience. Along the way, is is common to make a mistake or two as you perfect your marketing approach. You can mitigate these mistakes by avoiding some crucial “don’ts” in your advertising.

Here are a three quick tips to avoid such pitfalls.

 

Use effective aesthetics

Visuals and aesthetics can play a huge role in effective marketing — especially when utilizing a logo or eye-catching advertisement. With this notion in mind, it is important to put respectable effort into your aesthetic marketing. If you are planning to change your logo to reach a new audience, for example, make sure you are designing the new logo in a manner that will welcome in new customers while not alienating existing ones. Gap once failed to achieve the latter scenario while attempting to change its logo, which led it to bringing back its old logo in just two days.

 

Be smart with spending

Though it may be hard at first, your marketing team should try its best to avoid spending too much money too quickly. You may be eager to “take the world by storm with a powerful ad or a killer booth at the next trade show,” but succumbing to these urges will likely result in the quick draining of crucial funds. In the early stages of your marketing initiative, financial blows can be detrimental to your entire operation, so exercise some restraint at first; the time for heavy spending will come.

 

Be considerate in your approach

During a 2007 marketing campaign for a new cartoon show, Cartoon Network fell in hot water when a “guerilla marketing” technique resulted in a terrorism scare that subsequently shut down public transportation in Boston. The tactic involved sporadically placed LED signs intent on promoting the cartoon, but without context, the signs were quickly perceived to hold a much more nefarious purpose. The fiasco cost the channel $2 million in compensation and resulted in the firing of its head.

While well-placed ads can be effective in their delivery, you must carefully plan out creative, unconventional tactics so that they do not backfire in this manner. Keep current events and trends in mind, and make sure your marketing does not hold the potential to unnerve, frighten, or stress out your target audience.

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