Consumers can have really long memories when it comes to specific events, and if done right, a business’s advertising can be very memorable for its target audience. Many of us still remember old TV or print ads from our childhood because of the feelings and memories we associate with them.
The problem occurs when a business’s ads are lackluster or when the brand’s message backfires and incites an outrage mob. An ad that’s off-color or in poor taste may fade from memory quickly. However, in some rare cases, the hate that consumers have for a company may outlive the controversial ad itself.
Below, 13 experts from Forbes Agency Council offer insights into why consumers may be carrying a grudge against a business because of a past advertising campaign, and how the company can seek to fix that public image before it taints the enterprise further.
Members share some common reasons why your ads may not be resonating with consumers.
Photos courtesy of the individual members
1. Confusing And Annoying Content
You know when you’ve hit one too many potholes. You begin to pick up speed, and the car vibrates so much you can barely hold on. That’s what a bad campaign feels like to your audience. You confuse, you annoy and worst of all, you lose trust. Assess where you lost the “truth” in your message and adjust it to be true to who you are — this is the first step in getting back in alignment and a smooth ride. – Bo Bothe, BrandExtract, LLC
2. Bad UX And Antagonistic Context
Media “quality” today is more than just a human view; it’s about human experience so ultimately the user experience (UX). The highs and lows of user interaction with your brand are impacted by the environment in which your campaign is delivered. According to a recent GroupM study, ads appearing in quality online environments are 42% more cost-effective for advertisers. – Dvir Doron, Cedato
3. Inauthentic Messaging
One of the worst things an advertiser can do is create an advertising campaign where the core messaging conflicts with the actual experience customers have with the brand. If it doesn’t feel authentic, consumers won’t respond to it well, and in some cases, there can even be a backlash. – Greg Kihlstrom, Cravety
4. Hijacking National Tragedies
Perhaps the worst thing a brand can do is to try to leverage a national disaster or tragedy and plaster their marketing message around that event. It’s not only in poor taste, it is deeply offensive to your consumers. Brands can commemorate events like 9/11 or Pearl Harbor in simple, respectful ways. But never, ever use it as an opportunity to make a sale or incite customers to take action. – Danica Kombol, Everywhere Agency
5. Political Overtones
Many companies’ create popular ads with political overtones, but brands that get political just because it’s trendy (see Pepsi’s Kendall Jenner ad) end up confusing, or worse, turning off consumers. Most Americans believe brands can and should get political, but in thoughtful ways. Businesses without a clear rationale risk consumers calling them out for being inauthentic. – Michael Gordon, Group Gordon Inc
6. Lack Of Personalization
One thing that generally makes mass market ads unappealing is their generic feel, which is why we guide clients on effectively reaching their prospects through strategies that can include audience segmentation (age, gender, life-event triggers, etc.), messaging, as well as other omnichannel solutions. Personalization can make all the difference in whether your brand’s campaign fizzles or sizzles. – Ajay Gupta, Stirista
7. Clickbaiting
With all the noise out there, it’s tempting to create something that is clickbait-y or something that will guarantee engagement. While this can get a short-term gain, the long-term impact can really harm the brand. Make sure you’re being genuine and authentic with your campaigns, and your followers will respect that. – Jim Huffman, Growthhit
8. Forgetting The Audience
If your messaging doesn’t convey some benefit to the customer, they’re likely to ask, “Why do I care?” A client recently asked us to promote “the size of our facility.” By kindly asking, “Why does this matter?” we were able to build a more effective campaign promoting their ability to complete large orders in less time than their competitors, instead of simply highlighting the size of a building. – Hannah Trivette, NUVEW Web Solutions
9. Repetition And Misaligned Targeting
The two biggest issues that I see often, especially with digital advertising, is a lack of variation and inappropriate audience targeting. If the targeting is off, expect negative reactions from your audience, who have no interest in your product or service. Even your appropriate target audience can be put off and angered by the frequency of ads if there is no variation. – David Harrison, EVINS
10. Not Being Truthful
I’ve found the quickest way for consumers to hate your advertising is to feed them something not genuine or truthful. Consumers can spot a phony a mile away, and when you lose credibility — as with anything in life — it is nearly impossible to win it back. – Lon Otremba, Bidtellect
11. Poor Placement
Great advertising has a memorable message that connects with a target audience but the placement of an ad is the true art of advertising. Cheap advertising inventory can do damage with less targeted placements, low-value inventory and/or multiple spots running in the same pod/segment. Ensure your media plan is smart, efficient and delivering the right creative to the right audience. – Katie Schibler Conn, KSA Marketing + Partnerships
12. Intrusive Content
Intrusive advertising — for example, a pop-up ad that takes over your entire screen — is incredibly off-putting. Rather than using marketing that feels desperate, scale it back. Research who your base is and appeal to them accordingly. – Zachary Binder, Bell + Ivy
13. Crossing The Line
Some brands are trying so hard to be edgy that they end up crossing the line. Others may just not have their finger on the pulse when it comes to (inadvertently) being offensive. The result? Negative reviews and undesirable press/engagement. Understand your audience to a T and strive to not completely alienate or offend any one person or group, whether they’re part of your audience or not. – Bernard May, National Positions
