When a business is engaged in a marketing campaign and it is obvious things are not going correct it is often better to stop the marketing campaign immediately rather than to continue and try to evaluate and fix the problem gone bad. Why you ask? Well simple really if you continue and you are confusing your customers, then you are diluting your brand name and changing a perhaps longtime image in your customers mind and you can actually lose customers? Additionally we have all heard the saying that you only get one chance to make a first impression, so if you screw it up those potential customers you attracted will be turned off and those potential customers who heard about your marketing campaign slogan or saw an ad may be convinced that it is not what they thought it was or even what they would ever want. While had they never heard of the marketing campaign or saw an ad, they may have eventually walked into the outlet out of curiosity you see? So losing customers can be at stake and if you are a marketing professional and you see trouble, pull the plug and save the brand name. The brand name capital is at risk and that is more important than your job. Although I have often watched marketing executives keep trying when something was not working and they ended up losing both anyway. Their regional brand image and then their job. Consider this in 2006. |
Home
