Remember your favorite childhood pet, that beautiful Golden Retriever named Lucky?
What a good friend and companion.
And remember when you came home from school one afternoon and your parents told you that they took Lucky to old-man Vernon's farm. They said it was a wonderful place for a dog like Lucky. A place with wide open fields and pastures; a place where he could chase rabbits and take nice long naps under an old oak tree. They said it was for the best, and somehow it all made sense.
Well, I'm here to tell you that your ad campaign is probably ready for Old Man Vernon's farm. Just how old is your current campaign? One, almost two years running? That's nearly 47-years-old in marketing years.
I'm not talking about a reinventing your brand, your brand identity, or your company's positioning statement or tag line. If carefully crafted and executed by a professional creative team, those have a shelf life and can almost be carved in stone.
What I am talking about is a reassessment of your advertising and marketing initiatives. Examining the current marketplace – more specifically your marketplace, determining where the void is, and changing the market's conversation. The topic of conversation will be your product or service. And the void will be filled with the same.
You can skimp on your marketing budget if you'd like, leave your clients and customer base to gnaw on those old print ads like ol' Lucky chewing on a bone, but that will come with a higher price. Flat sales, flat leads, or an even flatter company "wallet." And that's a hole you don't want to dig yourself out of.
I know it can be a hard thing to do, saying goodbye to that good friend and companion, "the old ad campaign." So I'll leave you with this: Like a new puppy, a new ad campaign will generate excitement, run constantly for the first few months, be friendly to all, but most importantly – be devoted to one.
So rest in peace, Lucky. I'll always remember you, but now I know, it was for the best.
Gary LoBue Jr / Art Director / The Russo Group