For any industry, people make assumptions about how things work that escalate into full-blown myths. Not on our watch. Here, the Amperage Marketing & Fundraising team does a little myth busting for some things in our business.
Myth: Branding doesn’t impact the bottom line.
Fact: A strong brand drives measurable results. Consistent, strategic branding increases recognition, builds loyalty, increases trust and commands a higher perceived value, all of which lead to stronger sales. Data shows that consistent branding can increase revenue by up to 23% (Forbes/Lucidpress).
Myth: You control your brand.
Fact: Your audience helps define your brand. A brand lives in the perceptions of the people who experience it. What you say matters, but what your customers say matters even more. You must listen and respond authentically. Your brand cannot be disconnected from the experience that people have with your organization.
Myth: People won't give to our cause because of the economy or it's too big of an ask.
Fact: Don't make the decision for donors on whether they will contribute to your organization. A compelling case, demonstrated need and impact of a gift can be reasons for individuals to support your cause. Be specific with your gift asks so those who want to contribute are not guessing on the level of support expected.
Myth: Creative is about making things pretty.
Fact: Creative departments are led by strategy and thinking. Sure, the goal is often to have a good-looking solution, but that effort begins with tapping into feelings, concerns, psychology and tone, all to achieve a goal. To create effective campaigns, the words, graphics, type or footage should come from a strategic place grounded in effective human-focused communication.
Myth: A press release checks the box for PR.
Fact: Public relations and communications encompass far more than a press release. At its core, PR is the act of influencing perceptions. Sure, that means an official press release is a tactic that works, BUT it’s just one piece in a cornucopia of tactics that build a meaningful strategy. Community relations, internal communications, influencer communications and far more impact these perceptions. Within the media relations bucket alone, we consider articles, interview circuits, media events and other key touchpoints with journalists. The fact is that meaningful PR is ongoing communications with key audiences at the right times on a continuous basis.
Myth: Making a video is easy. I do it all the time with my phone.
Fact: While you may make phone videos, are you getting compelling content that drives results for your organization? Powerful video storytelling delivers universal messages that resonate across varied audiences. Professional storytellers shape those powerful stories in varying lengths across multiple platforms to ensure the right message is delivered effectively. Professional lighting and sound combined with memorable moments of emotional imagery allow viewers to better connect with brands. And in some cases, poor-quality amateur video can drive away viewers or alienate potential customers.
Myth: Paid media guarantees instant results.
Fact: While paid media can drive traffic quickly, it takes time to optimize campaigns for conversions. The platforms need time to learn and reach the audience most likely to act. You need to test creative, audiences and bidding strategies to find what works. Early metrics are not an accurate measure of the campaign's overall performance.
Myth: Paid media is only for lead generation or sales.
Fact: Paid media can be powerful for brand awareness, retargeting, content promotion and audience building, too. It is most effective when mapping paid media to the full funnel: awareness, consideration, conversion.
Myth: If an ad isn’t converting, it’s a bad ad.
Fact: Low conversion does not equal failure. Ads can have other goals like engagement, awareness or traffic. Also, poor conversion might be due to landing page issues, not the ad itself.
Myth: Digital advertising can be done for pennies.
Fact: Everything depends on your end goal. If it's awareness and you want to get your ad in front of as many as possible, it is less expensive. BUT if you want a user to take action (contact, call or convert), then you need a budget to compete. The more specific your audience (say, moms, ages 25-50, interested in getting their master’s), the more spend is needed to convert. Your goal is to win the auction against 100 other businesses.
Myth: You need to be on every platform.
Fact: You need to know your audience and focus on where they hang out. Quality content on the right platform is better than being everywhere all at once.
Myth: I have a search campaign running. That's enough.
Fact: Search is great for action when users are ready to make a decision, but it is important to reach potential customers at every phase of their journey and that requires a broad strategy.
Want more info? Explore these topics with our subject matter experts here at Amperage Marketing & Fundraising. Contact us at info@AmperageMarketing.com.
Myth busting provided by Vice President of Strategy Erin Earnest, Fundraising Adviser Melissa Pence, Creative Director Sarah Pauls, PR Director Sarah Larson, Video Producer Bob Waters, Media Strategist Toni Harding and Digital Media Specialist Kim Johnson.
