Hard Objectives Give Better Results
January 31, 2012 Leave a comment
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.