The Origin of Marketing Campaigns
Imagine a world where Thomas Edison gave up because someone told him the light bulb was a lame idea. Even worse, what if Mr. Nelson Mandela stopped fighting for freedom because someone told him it’s an impossible dream. What if Vincent van Gogh paid attention to his many critics and stopped painting, becoming an accountant instead… Indeed, great ideas have the power to change history and shape the world. It can just as easily be squashed, forgotten, looked over.
Ideas in marketing and advertising might not always have quite the same impact, but it can have a significant impact on a company’s success or failure.
Most of the most iconic advertising concepts of the past century might have seemed crazy in the first place. But they were the product of having the right minds brainstorming and having the courage to see it through to completion. If the companies behind these concepts were too afraid or unwilling to take a risk and run with these, the face of modern marketing would be very different.
It can go the other way though. Have you ever watched a commercial and thought, “what were they thinking?” This is unfortunately the case in many campaigns. If you know anything about how the process works, you would know that campaign ideas need to go through various stages of approval, refinement, scrapping and editing before it is released. ‘Bad’ campaigns have the power to cause immeasurable harm to a company’s reputation and it is for that reason that many try and steer clear from taking such risks.
On the other hand, “good” campaigns have the power to garner a lot of positive attention on your company, boosting your sales and ultimately your profitability.
The question is – how do you tell the difference between a good concept and a bad one? Often what seems like a great idea at the time can erupt in your face and cause public outcry.
Our advice – trust your marketing agency; armed with experience, knowhow and creativity, they will be able to steer you in the right direction.
