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FutureNow Post
Monday, May. 7, 2007 at 10:14 am

Have You Ever Run An Ad That Failed?

By Jeffrey Eisenberg
May 7th, 2007

Don’t miss Roy Williams’ MondayMorningMemo “The Media Is Not The Message“.

The entire memo is excellent, but my favorite part for online marketers is:

4. You committed to an ad campaign that was shorter than your product selling cycle. If people buy your product once a week, don’t expect your ads to return a profit during the first week. If people buy once a month, don’t expect to break even on your advertising during the first 30 days. If your product selling cycle is longer than 2 years, you can expect to lose money on your ads – even if they’re good – the first 4 to 6 months. You’ll start pulling ahead during the second six months. Your real growth won’t happen until you begin reaching that same group of people for a second year.
SOLUTION: Commit to an ad campaign commensurate with your product selling cycle.

What is the worst advertising fiasco you’ve ever been involved in?

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Comments (1)

  1. all the time butyou learn from mistakes

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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