We've all seen these folks along the side of the road. And I'm sure we'll see them much more between now and April 15. I've thought about this method of marketing/advertising for quite a while and wondered just how effective it really was. I mean…does anyone make the decision who to have help with their taxes based on seeing one of these "marketers" at a major intersection in their city? I really don't think so. It seems to me that at best, it's just a reminder, "I need to do my taxes. I need to call my CPA or H&R Block."
Am I really going to trust something as important as my finances to a company that advertises like this? It sure seems like a disconnect to me. I'd like to think that company is full of professionals dedicated to excellence. But this kind of marketing doesn't exactly paint that kind of picture for me.
Which of course, made me think of how camps are advertising and marketing. When parents and pastors send their kids to your camp, they are sending you their most prized possessions. They are turning over to you the thing in this world they value more than anything else…their kids. Do your marketing messages match that weight in importance? Sure camp is fun and oftentimes our marketing efforts need to reflect that fun in order to convey the right message. But I do think things can go too far.
In the same way that I think someone advertising their tax services with a person in a costume is sending the wrong message to potential customers, I think camps and conference centers who take their messages too lightly are doing the very same thing.
Remember, your copy should make it very evident that you fully realize the trust that parents put in you by sending their kids to your camp. This is important. Don't make it feel like you're just clowning around.
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