Sometimes, advertising campaigns 'spring a leak'. Potential customers, that you had imagined would be prospects for your brand, just aren’t responding the way that you thought they would or that your research suggested they might. Jonathon Rolley has given a lot of thought to what the sources of these marketing campaign ''leakages' might be. In this video, he identifies the three most prevalent causes that clients seek his advice on.
Right now, you may have one, two, or indeed all three leakages reducing your response rates and your chance of success. Fortunately, if the leakage can be identified, then fixing it may well become the magic that turns your marketing campaign results around.
We have brands and advertisers come to us all the time, mentioning their marketing campaigns haven't worked as well as they'd hoped. There's usually three leakages we can quickly identify, as to why this has occurred.
The first leakage we often see is the consumers feel like they've already heard that marketing message. The second leakage we often see is, the message that was going out, consumers actually don't want it. And the third leakage is they don't actually believe you.
The first leakage we must address is when consumers feel like they've already heard that message before. What we need to do is, we need to review all the competitors in your market, what are they actually saying? Then we need to come out with a new offering or come up with a new way of delivering that message so it goes through the “NEW” filter, which is our reptilian brain.
The second leakage is, 'I don't want this'. Consumers don't want what you're offering. What we need to do then is actually go back to the drawing board and we need to review: what is the core problem we're solving for that consumer? What need are we actually addressing?
The other challenge could be (that) we're not actually having an offer that's unique enough. What we need to look at is: what is the gut wrenching problem we're solving? What's keeping up your consumers at night? What's stressing them out? What problem are we actually solving? That's what we need to address and review our 'promise' to our prospective clients.
The third leakage of the marketing funnel is when consumers don't believe what you're actually saying. And this can be for a couple of different reasons. It can be your claim is too big and it triggers, sort of, that BS radar. The other reason is, you don't actually have an RTB in your creative. That's a Reason To Believe or 'proof' of your consumer promise. Why should I believe you? Why should I trust you? At the moment, consumers have an incredible lack of trust with brands and advertisers out there. So what is your RTB? What's your reason to believe you and your message?
To summarise the three leakages, the first is, 'I've heard this before,' the second, 'I don't want this,' the third, 'I don't believe you.'