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Are You Practicing the Art of Filling Holes?
Well, it’s that time of year again … when we’re blessed with countless potholes left behind on our roads by winter’s many freezes and thaws. Playing “dodge-the-pothole” can make driving a real adventure. Soon the road crews will be out with their trucks and shovels, dutifully filling those tire and suspension-killing craters with steaming asphalt.
I’m convinced their task is not unlike how some companies approach their advertising efforts. At least, that’s how it so often looks. On their “to do” list is an ad schedule, probably a few brochures, a monthly calendar of direct mailers, maybe even a Web site design their sales department has been begging for. Those are the “holes” they have to fill. Important holes, yes … still holes none-the-less.
But what happens when that road crew fills a pothole? People drive right over it and never notice it. They keep on their merry way with their eyes open, watching for the road signs, traffic signals and looming landmarks which tell them they’re near their destination. Those filled potholes are now totally invisible in the rear view mirror.
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Thomas Edison once said, “Opportunity is missed by most people because it looks like work.” Those words ring true to me when I see some of the work that looks like yet another advertising “hole” has been filled. An ad that’s crowded with more copy than anyone would ever read. A brochure with lame photographs that fill every millimeter of white space. A web site with a huge “don’t forget who brought you this boring message” logo put on every page. They’ve totally missed the opportunity to build a bridge to their audience.
Why? Because it takes work to actually build something. Thinking, planning and understanding how their brand really resonates with their audience. It’s work that’s not always easy, but it’s always worth it.
Take the opportunities you have to build something your audience can see from a distance. Something that steers them in the right direction and tells them they’re closer to their destination. Something they remember later. Your brand.
In the meantime, look out for those nasty potholes!
Henry Russell Bruce is a full-service advertising agency and Internet marketing firm that focuses on branding, developing and executing marketing roadmaps, and growing companies.
