Keep it simple stupid

Some marketers spend a lot of their time dreaming up the perfect campaigns. I would know. I’m one of them. Just yesterday, I ran through 4 folios working on a mobile campaign for a client of mine. The longer I continued, the more I realized I’m onto something magical.
I had the campaign developed and set onto my testing ways. It worked brilliantly, but it took the “consumer” 10 minutes to finish and forced numerous text replies. It was evident that the campaign had failed before it even started.
I was gutted. Not because of the failed campaign. But because time and again I seem to forget the golden rule of effective marketing: Keeping it simple.
At a party the other night a friend of mine wanted to share a marketing idea with me. My friend is in construction, a project manager, someone more likely to overspend on budgets than devising marketing strategies. Needless to say, I was curious to hear what a “non-qualified” could come up with.
Vehicle dealerships tend to issue courtesy cars when your vehicle is in for a service. It’s good practice and certainly goes a long way in after sales service delivery. (I pity those who don’t)
What they manage to do, unintentionally I’m sure, is to remind you just how magnificent your own vehicle is when you return their no bells and whistles entry level mass production model.
That is the idea right? Well, is it? What if they issue you with a same model demo as your car, but with a higher spec? Just how special is your own vehicle now? Just how agonizingly short are you from your perfect car? How much would you be looking forward to trading in your own vehicle for the latest in the range?
I absolutely refuse to test drive any vehicle in a higher spec margin than the one I’m contemplating buying. The reason therefore is obvious. I’d hate to know what I’m missing out on by not spending that extra ten grand or so.
The problem with progressive marketing like this of course is the abundance of reasons we’d be given from businesses as to why this approach will not be viable. Because we as businessmen and women are programmed to assume that complexity is the measurement of success, where I’m sure that the average consumer would be reluctant, yet unanimous in agreement that driving a higher spec vehicle during service intervals will mess with their minds.
I have a new found respect for my friend. Not because of his brilliant mind, but for reminding me that marketing is about my customers.

http://bluespotmedia.ning.com/