Teach An Old Dog New Tricks

When you dive into a marketing campaign, you need to get results. If you don’t see great things happening for your business, know when to make a change. To run with the big dogs, you have to have a marketing campaign that barks loudly enough when and where you want to be heard.

It’s not always easy to know what to do or how to drop the leash holding you to your current campaign. It’s even harder to start a new one. But the first step should always be to discover what went wrong with your old marketing campaign.

Screw the Pooch

Here are five major reasons why you may not be fetching the business you desire. Some call it the “Five Don’ts of Marketing Campaigns:”

  1. Your message isn’t consistent. You confuse your target audience by saying too many different things about what you’re offering. Make sure your message is the same throughout all areas of audience contact, including social media.
  2. You aren’t saying anything unique. In a noisy marketplace, especially in a business-to-business setting, your bark has to be heard above all the others. You have to show what makes you different.
  3. Your marketing campaign is focused on receiving, not giving. If this is the case, your target audience doesn’t see you as a caring company. You must show that your company is willing to go the extra mile.
  4. Your message isn’t being received by the right audience. Know who and where your target market is. If you’re not reaching your target consistently, your campaign will fall on the wrong ears.
  5. What you’re saying is too impersonal. You aren’t putting enough of yourself or your values into your message. The targets of your marketing campaign want to get to know you and your company. Familiarity builds trust.

Sort Your Toys

It’s usually best to make small changes to your marketing campaign, rather than sweeping changes that may confuse or frighten your intended audience. It’s also very stressful to employees when big changes occur.

Do you need more social media marketing? Do you need more print? Does your whole message need to be revised? These are important questions you need to answer. If you’re working with a marketing company, you likely have even more decisions to make. Should you stick with your current company or go with someone completely new? These aren’t easy issues to resolve.

Keep Up with the Big Dogs

New tricks and developments in marketing campaigns are coming more and more frequently, so it can be difficult to keep up with the latest trends. You need someone who knows how to anticipate these changes because what works best right now might not get any results in six months or even three months.

Being the alpha dog in the pack is a constant challenge, and you need to embrace new ideas to stay on top. Don’t get lazy. Embrace change in your marketing strategies like you do in your choice of collar. After all, you expect to get clean water every day, an occasional bath, new chew toys and the latest food combos — expect the same from your marketing team. Or find a new one.

Remember, if you’re not the lead dog, the scenery never changes!


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