Know-How Exchange : Advertising/PR

Long term, ongoing campaigns is one of my favorite topics...

I couldn't tell much from your profile - Is this for your own company, or would this be work on behalf of a client? Is the campaign business to business, or business to consumer? Did you have a specific type of product or service in mind?

In general, I'd say important ingredients include:

- buy-in and direct participation by the CEO
- reasonable budget and expectations
- a prospect - centered approach
- no turf battles between sales & marketing
- patience, persistence, perseverance

I think you will find that if you give this forum more specific information, you will get much more specific and helpful responses.

Hello,

Successful advertising campaigns:

1. Focus (message and target)
2. Use of Humor
3. Common live situations
4. Positive and clear Information
5. Emotional touch
6. Frequent communication
7. Commodity
8. Image and Service Identity (trust)
9. Product and Service Value
10. One path in advance (Innovation)

Bye,
Juan Carlos

I think enduring and successful campaigns are those that can be adapted to various situations and various cultures and languages (no small feat) without distorting the USP. This is no small feat, believe me. One example would be MasterCard. They have successfully adapted their "priceless" ads in many other countries, and the ads are still going and going . . . ( . . . which reminds me of another ad . . . )

Your question hit home, because when I worked for a big domestic appliance manufacturer, this was our biggest problem. Our advertising campaigns just didn't stick, no matter the agency (one of the big 4), budget, humor, music, etc.

The ingredients of a successful advertising campaign? One part skill, one part strategy, one part art, and one part pure luck.