I’m not usually fond of eating what is labeled as “junk” food, but every now and then I do fancy a bite of a guilt-packed meal – specially when I’m traveling around and don’t have the luxury of a home cooked one. Today was one of those days! As I strolling down the mall after a meeting with a client, I headed towards the food court and bought my self a well stacked lunch. Just as I finished eating my food, I look around to locate the trash bin and to my surprise I find two adjacent bins – the green one was for recycling (paper, plastic, bottles, cans) and the blue one was labeled for “General Waste – food & others”. I look down on my tray and guess what – I had everything on it. So the question is how do i separate the chicken from the carton plate from the plastic gloves from the rest of the stuff!!! Call me what you like, but I ended up trashing them all in the “Others” bin!
The same logic applies to your marketing campaign – sometimes they flop because they are simply not practical in the eyes of the customer – as beautiful and flashy as they might be, if they do not address the needs of the customer, they are bound to fail. Recently, multiple agencies where pitching for the SUBWAY Arabic Regional Market account – I was amazed by how creative some of the ideas were – but guess what, I turned down more than half of them because they did not take into account the practical side of the business!
So before you endeavor in your next big marketing idea, take a few minutes to think of the practicality of it. Think About It!