When a company has set a goal and constructed a strategy around achieving that goal, if a new marketing effort does not help the company achieve that goal, don’t do it. I have experienced this too often in my public relations experience. Frequently businesses want to put out a release or do a promotion, and I ask, “Why? Will this achieve your goal? Will this sell more products, increase visibility, or achieve brand awareness?” Too often the answer is no and these marketing efforts are superfluous and the “why” is not communicated effectively.
In marketing what is communicated is the how and what, but not the why. We should be telling people why the product or service is better and why they should buy it. When you boil it down, the goal of marketing is to sell more things to more people at the highest price possible. This is what affects the bottom line and ultimately what affects the success or failure of a business . Consumers want to know what it will do for them, why they want it and how it will make their lives better or easier.
A creative campaign can achieve the goal of reaching consumers and selling product, but as marketers we have to be sure we don’t let creativity take over. When creativity is not balanced by a sound strategy, the result might be something beautiful or exceptionally fun, but not a true success because it doesn’t do anything to increase sales and in the end is merely a waste of money.
