Why do companies continuously push-out bad marketing campaigns?
The ad agencies they use, their sales/marketing departments, and their CEOs don’t take into consideration the importance of their strategic marketing message – they’re all trying to “brand” their company by advertising the same way major companies do. Companies like GM, Disney or Pepsi who spend 3.6+, 1.8+, and 1.1+ billion dollars a year respectively – yes, they all spend more than a billion dollars a year on advertising to “brand” their company name! They can afford to send out poorly designed marketing campaigns and tell their shareholders: “It’s just the cost of doing business”.
So when your marketing results are less than optimal, the tendency is for you to blame the marketing medium, the tactical part of the plan, without any regard for how good or how bad the strategy (marketing message) was behind that marketing piece – all because you’re using the same techniques as a Fortune 1000 company.