What Message Are You Sending?

Lindsey Walters

Do you know those commercials that instantly get stuck in your head, no matter what? Maybe its the one with Peyton Manning singing the Nationwide jingle or the one about “shipping your pants” that your friends keep quoting. There is something to be said from a marketing standpoint of the effectiveness of commercials that are catchy.

Marketing in the ARM Industry, no doubt, has its many differences from a national-sized campaign, but we can learn from larger campaigns and commercials nevertheless.

At what point do these catchy commercials cross the line? No matter what industry you operate in, marketers are constantly trying to push the boundaries and think outside of the box in order to develop new and creative ways to keep their branding and messaging relevant to consumers/businesses. Your end goal is to set yourself apart from your competitors, and to be seen as the “go-to” company for your particular set of services or products.

However, pushing boundaries can quickly snowball into something that might not have originally intended. Maybe you thought a certain commercial was not catchy, but actually annoying or insulting. Incorporating comedy or jokes into your marketing can be a great example. I remember in public speaking, my professor told me “not everyone finds the same things funny.” Think about how many jokes are out there that people find not only unamusing, but even offensive. One witty tagline can morph into a waste of marketing dollars or a public relations nightmare for your company. The point here is that there is “a line,” and even with the best of intentions, that line can be crossed.

What message are you sending? Say you develop a new campaign, where you want your company to be seen as “youthful” and “fun,” but your main source of business comes from an experienced and professional background. Because your new campaign does not align with your clients and prospects on a personal or professional level, some might mistake your new campaign and even your business as “unprofessional” and “inappropriate.” Is the message you are putting out there really what is going to interest your current clients and future prospects?

Yes, people are using your brand more often in conversation– but is it turning into conversions? If you found yourself singing along to the Nationwide jingle with Peyton Manning – did you then sign up for insurance with them? Just because a commercial is widely known & talked about, does not necessarily mean it is working. Once you have decided upon your messaging and brand positioning, you should put in place proper tracking in any/all outlets that you are using in order to measure the success of your marketing efforts. Tracking elements can tell you where your marketing dollars are most effectively spent by showing your ROI from certain campaigns, so should remain a constant in your marketing operations.

Developing a new marketing campaign or even rebranding your company can require a lot of time, money, and labor in order to strategically position yourself in whatever industry you operate in. Analyzing your campaign ideas and execution strategies up front can help prevent costly mistakes. By asking yourself these three questions, you can shape the direction of your next marketing campaign in the ARM industry.

Have you recently rebranded or changed your marketing messaging? If you are looking to get exposure in the ARM industry, look no further. Check out insideARM’s Advertising Opportunities.