Advertising When It’s Done Right

99% of ads suck. They don’t convert. They look ‘markety’.

The reason?

Because marketers invent hypothesis in their heads.

Validate it with their peers, and shove it down customers throat. And the person for whom this was made (the dear customer) is nowhere in this process.

This is 9/10 of campaigns.And that’s why most of them fail.

Here’s an example of a campaign that came ONLY out of research. It was Nov, 2011. Cyber Monday was fast approaching. Every retailer was basking out mindless offers and discounts to lure customers.

And Pentagonia ran this ad. (For the uninitiated- Pentagonia as a brand believes in sustainable clothing).

“Don’t buy this jacket

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Pentagonia knew their customers. That they’re are environmentally conscious. Outdoor loving. And a gesture like this would go well with their audience.

Boy, did it? Their sales increased by a third to $543 million (despite their appeal).

And that’s advertising done right! Like David Ogilvy says

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”

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