Panic buying Vs. Panic Advertising
As any well organised parent knows no matter how much you prepare yourself for an unexpected play date or school event, there will be something that slips through the net.
It happened to me recently when I suddenly realised that my sons’ schools take on Comic Relief had changed from “paint your face funny for money” to “dress up in red”.
At first I thought this would be easy-peasy-lemon-squeezy. The school jumpers are red – I just needed to find some red trousers. However, my extensive online/offline search failed to turn up a single pair of red trousers – not a bell-bottom nor drainpipe to be found anywhere.
So I hurtled off to Sainsburys and asked to be shown the Comic Relief clothing. “Ah, sorry, we can’t help” said the young man ironically dressed in a Comic Relief t-shirt, “it’s only TK Maxx that have the clothing.”
Dispelling any thoughts about parting the young man from his t-shirt I leapt in the Batmobile and screeched off to TK Maxx where I was reliably informed that the store didn’t have Comic Relief clothing left but I could order online.
My blood pressure level was rising (it’s a shame the school didn’t stick with painting faces “funny for money” and using my puce visage as a template). Not to be defeated I opened the laptop and ordered Red Nose onesies from TK Maxx. It may have cost me an extra fiver to get them to me on time but now I could breathe a sigh of relief.
You suddenly realise that there’s too much month at the end of the money and you need more business. So you rush out and place an advert; lots of adverts in fact, but only for one month because you know that once you get the work in you’ll be skipping all the way to the bank.
But not very much happens and now you’re left less money and still too much month.
Why didn’t it work?
Most likely because you weren’t there when you were needed; either that or I ran over all your potential clients in my car on the way to Sainsburys & TK Maxx.
OVER TO YOU
Consistency is not the sexiest of words or mantras. It may be beige but it’s fundamental to any advertising success. My advice is ditch the panic advertising and opt in favour of being there for the panic buyers, like me, because that’s far more lucrative!
Get in touch if you want to jump from the HMS Panic Advertising into calmer waters. Email [email protected] or call 07976 869435