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When learning from other companies’ marketing campaigns, it’s important to look at what they do well. However, it’s important to look at what they get wrong, too. This way, you don’t unintentionally undermine the positive steps you’re taking. Let’s look at 5 things not to do when it comes to brand management.
1. Don’t bombard your audience.
Although you want to communicate with your audience frequently using the right channel mix (direct mail, email, mobile marketing), you don’t want to communicate so frequently that you annoy them and they begin to tune you out.
2. Don’t complicate your message.
It’s tempting to load up your communications with every bit of information you can right out of the gate. The risk, however, is that your audience will get overwhelmed and buy nothing at all. Keep it simple. Let your most compelling points come ringing through.
3. Don’t go Rambo.
Don’t try to go it alone. Get perspectives on your marketing message, delivery, and approach from others in the company. Ask objective experts. Do focus groups. By all means, ask your customers! Just because your message is clear to you doesn’t mean it’s clear to everyone else.
4. Don’t forget the call to action.
Once recipients have read your communication, tell them what you want them to do. Call for more information? Buy a product? Sign up for a seminar? Without a CTA, the communication can get set-aside for later, then be lost or forgotten and never acted upon.
5. Don’t rush.
When you’ve got a great idea, it’s tempting to want to take it to market quickly. But take your time to get it right. We can often offer suggestions on targeting, mailing formats, coatings, and other critical elements of a mailing that you might not have thought of.
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