Sometimes a new concept is tested and the results aren’t exactly what was hoped for. That doesn’t always mean the campaign was a flop. Too often, the knee-jerk reaction is to throw the baby out with the bathwater. Sometimes the strategy and concept are right on, but the way the message was delivered (the media) or the way it was received (the copy) need to be fine-tuned. Only by creating and tracking hundreds of campaigns do some causes and effects become obvious… or thousands of marketing campaigns, as we have! When you invest in a campaign strategy, we are committed to making it a successful program…as quickly as possible. But even more importantly, one that will bring you long-term, sustainable results!
Often, this simply means a marginal shift in message or approach to create the kind of results we all want.
