5 Ways to Turn a Failed Marketing Campaign into a Win
By Kirsten Butzow, Pragmatic Institute Instructor Not every marketing campaign is met with the same success as Intel’s “Intel Inside” or Coca Cola’s “Share a Coke” campaign. In fact, sometimes even the most carefully executed campaigns are met with crickets. Why? What causes one campaign to catch on like wildfire while another fails to even create a spark? There are a variety of reasons—timing, a change in the market, competition, to name a few. But, the two most common reasons for marketing campaign failure are not truly knowing your market or creating a product that doesn’t solve a true market problem. While a campaign flop does take the wind out of your sails (and sales), it also presents an opportunity to learn, pivot and come back stronger. With the right analysis and documentation, program failures can become goldmines for shaping future campaigns. Here are five key steps to turn low performers into winning opportunities.
- Get out and talk to the market.
- Re-define your market.
- Dig into the numbers.
- Understand the stages.
- Debrief with the team.
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