Zombie Advertising: 5 Ways to Revive a Dying Campaign

28 04 2010

"Zombie Crossing" sign$500,000 into your advertising campaign, you’re pulling your hair out. Where are the scores of eager buyers who desperately need what you sell? Why aren’t they responding to your message?

Looks like you’re suffering from a bad attack of zombie advertising! It devours your budget and scares people away without contributing anything to your bottom line.

It’s time to make a move before your campaign saps the life out of your business!

Take a look at these top 5 zombie-marketing culprits… and how to bring them back from the dead:

1) Location, location, location. Who is your target audience, and where do they go? Do they frequent the web, devotedly read the paper, live at the coffee shop? Are they constantly driving, addicted to their smart phone, an avid e-mailer? That’s where your business needs to be.

Zombie advertising happens wherever it’s cheapest, coolest or most convenient to advertise. Forget that. Advertise where your target market is most likely to see you.

2) Judge a book by it’s cover. First impressions count when you potentially have just one shot to make an impression.

Zombie advertising creates ads based on, again, what’s cheapest, coolest or most convenient. But what’s appropriate for your target market? “Caviar”-style advertising is fine, if your target market is elite, high income individuals, but may not mean much to a high school freshman.

3) I’m sorry… have we met? Today’s consumers are wary of nebulous, generic advertising … it’s too much like the Wizard of Oz hiding behind a curtain and blowing a lot of hot air. We want to relate on a human-to-human level, so that we know just who we’re buying from.

Zombie advertising has a corporate, impersonal feel, and lacks personalization. That won’t fly today. Be unique. Be warm. Be human.

4) Huh? I don’t get it. Don’t talk over your potential customers’ heads.

Zombie advertising assumes everyone’s an expert. News flash: we’re not. Shoot for making your advertising understandable, without being condescending.

5) Isn’t that nice. A pretty ad doesn’t mean a sure sale.

Zombie advertising makes a momentary impact, without giving potential customers a reason to follow up. Give people a call to action and, when possible, a deadline to act. A little urgency, and a direction to take, will go a long way toward reviving your stagnant campaign.

What actions have you taken recently to bring your advertising campaign back from the dead, or to keep it in a zombie-free zone?

Have you unleashed a zombie with your recent advertising? Call me to hunt down and revive your campaign: Dawn M. Tomczyk  |  Professional Zombie Hunter  |  DMT Artistry, LLC  |  810.923.4582  |  dawn@dmtartistry.com