Common Marketing Mistakes to Learn—And Avoid
Advertisements are designed to catch viewers’ attention and convert them into customers. So, making an advertising mistake can have the opposite effect—and, in turn, harm a business’s overall success.
Live, Learn, Advertise
From small signs to large billboards, out-of-home (OOH) advertising has been around for years. As a result, various trials and errors have helped to develop universally accepted tactics that work (and, of course, ones that don’t). So, don’t let others’ mistakes go to waste; instead, turn them into lessons learned.
When Things Get Complicated, Simplify Them
Billboards, signs and vehicle wraps are designed for passersby. These advertisements reach individuals who are driving, walking, biking, and so on. No matter what the activity, all of these people have limited time to view ads. Therefore, it’s important to stick to the rule of seven: keep copy length to seven words or less, and make sure that the ad can be read and digested in less than seven seconds.
Every advertisement should be straightforward, to the point and centered around one compelling idea that consists of three main elements:
- A carefully chosen graphic or photo
- A brief, creative line of copy that highlights the product, service or company
- The company name, logo and one form of contact information (e.g., email, phone number or address)
So, to steer clear of a cluttered and confusing advertisement: keep it simple, make it memorable and build appeal.
Show, Don’t Tell
With limited ad space, the worst mistake that one can make is wasting room with unnecessary content. Instead, generate an emotional response through visualization: use evocative and compelling imagery to showcase a product or service. This way, the ad will catch viewers’ attention, and the message will stick in their minds.
- Choose a font size, style and color that make a positive and lasting impression on the viewer
- Use relevant images that set the right tone for the ad and best illustrate its concept
Ditch the Bland
Signs, billboards and vehicle wraps are everywhere; therefore, creative advertising is key to standing out from the crowd. Don’t be afraid to spice it up and be different; make a solid effort to create an advertisement that’s worthy of viewers’ attention. Of course, be disruptive in a tasteful, professional way.
It’s important to choose a color pallette wisely. A sign or billboard must be legible from a long distance. But, just as importantly, ensure that the color scheme falls in line with the company’s branding and character. Advertisements are successful when they include strategic messaging and a well-designed concept that communicates brand values.
When it comes to an ad’s font, size does matter. Large, bold text makes it easier for viewers to read and comprehend a message from far away; it also ensures that its message packs a punch. Furthermore, adequate spacing between the letters, words and lines of copy enhances the text’s functionality.
It’s important to choose a font that has a personality. Fonts such as Arial, Impact or Times New Roman make a company seem generic and amateur, immediately casting doubt toward the company’s credibility. When selecting a font style, dare to display differently. Again, stay within the brand guidelines for consistency, and aim to increase the brand’s familiarity over time.
Mistakes Can Lead to Success
In the advertising industry, this saying is relevant: “Only a fool learns from his own mistakes, while a wise man learns from the mistakes of others.” So, learn from others’ OOH mistakes to ease the outdoor advertising experience—and to make it more efficient and effective.