One question that’s often asked about an ad campaign is always how long will it take to work. Everyone’s in a rush to see marketing results.
The minute a campaign goes live whether it is offline or online, brands that hire marketing agencies literally wait for a miracle to happen. However, that’s not how marketing works. Let’s put it this way – ‘Marketing is like an investment that takes time to deliver great results.’ Imagine you’ve invested in a real estate property. You cannot expect the prices to skyrocket the next day. It takes time and there are a lot of factors (consistency, commitment, budget) involved. Similarly, marketing must be allowed to run its course.
As marketers, we understand that you may get into panic mode if a campaign does not work instantly as you’ve invested a substantial amount of money in it. However, instead of deciding to prematurely abandon your campaign while it is underway, just be patient.
The lesson is: Don’t stop marketing. Even if you’ve revamped your website or increased your digital footprint, it takes at least three months to see the results of those efforts. The results are the best when you keep it going instead of giving up.
Therefore, the length of time you need to wait to see marketing results from a campaign depends on various factors such as frequency of the advertisement and viewer’s engagement or awareness with the brand.
The type of product or service you are selling is also an important factor that determines the effectiveness of a campaign. For items that people are interested in, showing the ad few times is enough while for more complex products, a relatively lengthy campaign will be fruitful.
When you see the response to your ad campaign declining, it means your target group has reached a stage of ‘ad fatigue’.
Thus, cup branding is the answer to convert regular tea breaks at offices and colleges into a sales opportunity.
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