Picking up the pieces of a broken dream
You’ve been here before. The creative brief was well thought out. The target audience was “mirco-defined” and the final communication solution tested well in focus groups… Even so, the new launch fell flat with lackluster sales results and now there is a scramble on to come up with a fix.
Your target audience paid no attention to the message and now triage begins. What could have we done better? Maybe we should have chosen the other creative option? Did we misread the focus group results? Did we pick the wrong media selection?
What used to work doesn’t work anymore
Over the last century, advertising results worked well within wide boundaries. Like most companies, your creative messages were accepted by a fair majority of customers and consumers. Continue reading