Hard Objectives Give Better Results

In a recent advertising research periodical, there featured a valuable study evaluating what strategies result in the most effective advertising campaigns.

One strategy in particular caught our attention. Namely, that the best ad campaigns are developed against hard objectives, like specific market share gains, versus softer goals such as building awareness or making people like our brand more.

This finding is an important reminder to all marketers. Targeting our efforts towards hard objectives lead to better results in every aspect of life. Performing well at work, raising our kids, investing our hard earned money. Just ask any TV pychiatrist! 

Of course, achieving advertising effectiveness is no exception. By focusing on hard objectives we’re forced to concentrate on creating a compelling, distinctive and hyper-relevant message first; not clever execution. That comes second–always. That may seem obvious, and to any good marketer it is, but still, all one has to do is randomly watch a handful of TV commercials to see that execution all too often trumps insightful and incisive messaging as the first order of business. The goal too often is to be heard and be liked, as opposed to being relevantly distinctive.

Don’t get us wrong. We’re all for fun, exciting, amusing, and cleverly executed commercials. In fact, they’re a must. But only when they’re in service of a strong, single-minded, persuasive message, which is always the hard part, but the most rewarding to consumers and employees alike.


About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

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