Here’s the scenario:
You developed a gutsy advertising campaign. The highly conceptual creative execution stemmed from a sound, reasonable strategy. Everything looks slick, sophisticated, cool and trendy. The ads runs. The phone calls pour in.
The campaign flops.
The phone rings again. Instead of a disgruntled member of the public, it’s oversight. They want answers. They want a meeting — now. The elevator climbs to the top floor in under a minute. You only have 60 seconds to prepare a response.
You were bold before the campaign launched. Be brave again when you enter the boardroom. Equip yourself with these truths about creative advertising. The clock is ticking.
Truth 1: Clutter-Cracking Advertising is a Risk
Any expert who says advertising, especially advertising creative, is risk-free isn’t an expert at all. Marketing is always a gamble. As a savvy marketing professional, you probably questioned your decision to go bold at one point during production. Now is not the time to blame yourself and say, “I knew it. What was I thinking?” Instead, think about the risks and rewards. Had those phone calls been a pat on the back, your boardroom meeting would be a celebration of your genius.
Elevator objective: Applaud yourself for doing something different.
Elevator time spent: 5 seconds
Elevator time remaining: 55 seconds
Truth 2: Someone Will Hate It
Think about every successful piece of art – a film, painting, song, etc. I guarantee someone hated it. The Beatles had enemies, but they had far more fans. Knowing this, you need to figure out who stirred up the complaints. Once you know that, ask yourself if those individuals are in your target market. For example, maybe your ad was for a motorcycle shop. The ad was a little suggestive for most, but it seemed to be right up a biker’s alley. If a group of elderly church ladies phoned in the complaint, you can’t call your ad a flop just yet.
If your target audience isn’t upset, stay the course. If they are, see Truth 5.
Elevator objective: Assess the source of the complaint.
Elevator time: 10 seconds
Elevator time remaining: 45 seconds
Truth 3: Sometimes It Just Doesn’t Work.
I moonlight as a comic and know how awful it feels when a bold idea falls apart. Failure is part of the game. Your bosses don’t want to hear that, nor should you probably say, “Well, sometimes you fail.” Here, figure out why the creative failed and see if you can rework the bit. If the creative came from solid strategy, find the holes in the executions. Ask yourself, “Did the visuals match the headline? Was the product benefit clear? Was the creative more than just a punchline? Was the creative an invitation to learn more?” In this exact moment, you most likely will answer no to every one of those questions.
Be objective. Don’t let the anxiety make you self-conscious to the point where you backpedal and grovel.
Elevator objective: Evaluate execution messaging
Elevator time: 8 seconds
Elevator time remaining: 37 seconds
Truth 4: Anything Can Be Edited
Nothing is permanent. If this negative reaction comes from a single media delivery and is as instantaneously controversial as my dire scenario has made it, there is a lot you can do to salvage the campaign. After all, a lot of time was spent in development, approvals and editing. In other words, there are a lot of spare parts to fix this machine. Chances are most of the contracts are signed. Print collateral and direct mail items may be harder (and more expensive) to change, but broadcast, print ads and online materials are relatively easy to tone down. If the message is solid and only specific wording or imagery was the issue, you can keep the same concept and make it more universal.
Since you already know who the complaints are coming from and why viewers are upset, it’s time to develop a quick-fix strategy that can be implemented in the interim. Use the bulk of your elevator time here to set a course of (re)action and be confident in the delivery of your solution.
Elevator objective: Identify the sensitive or potentially sensitive items in the campaign and prepare a way to edit them out of future ads.
Elevator time: 28 seconds
Elevator time remaining: 9 seconds
Truth 5: Timing Is Everything.
In advertising, timing is everything. Strategists and media buyers know this better than anyone. They evaluate the advantages of an ad running immediately out of a commercial break and the shortcomings of running an ad just 30 seconds later. Email marketing strategists can see the results of sending an ad out at 10am on a Monday versus 10am on a Tuesday. Timing matters.
Make sure your plan of action is timely. If you need to react and adjust your media, do it. Apologize quickly if you upset your audience. The sooner you make amends, the sooner you can amend the ads and more importantly, the sooner you can begin burying the negative advertising with more target-friendly spots.
Depending on what the final decision from your meeting is, you should start to develop your to-do list immediately, figure out who you should delegate to and get your speed dial ready.
Elevator objective: Configure your damage team.
Elevator time: 6 seconds
Elevator time remaining: 3 seconds
The elevator slows. Breathe deep. Shake it out. Give yourself a confident, piercing look in the reflection of the elevator door.
Three. Two. One. Ding.
The doors open.
You took a risk. It failed. You didn’t.
Good luck.