Ronn Torossian On Why Too Much Marketing Can Be Bad for Business

Is there really such a thing as too much marketing? Surely the headline of this article had to be a typo, right? 

Wrong. 

There is, in fact, such a thing as too much marketing. When it comes to a new launch of a business or a product, it’s important not to put the cart before the horse and risk under-delivering on a big promise. 

Let’s break this concept down. After all, it’s still vital to get as many eyes on a product or brand as possible, right? 

For many new brands, the intent is usually to “go big or go home” or to make a splash, attracting a lot of attention quickly and then leveraging that buzz into revenue. This, however, does not always happen. 

Sell Market Value 

A mistake that some marketing professionals may make in this process is to not spend enough time selling value. And before value can be sold, it must first be defined what exactly the end consumer values. 

Believe it or not, some products are launched without sufficient market research to prove the elusive value proposition. Unsurprisingly, these businesses often fade quickly, failing to capitalize on early attention properly. 

Before anything else, be sure that the company truly understands the end consumer. This comes through in the messaging, tone, and even the branding the company uses. For example, an accounting firm aimed at millennials but with investment banker-worthy pricing models likely does not truly understand its target demographic and its perpetual struggle for cash. 

Even the biggest marketing budget won’t save a campaign with the wrong tone. Don’t make this mistake. 

Don’t Overpromise 

Another mistake to avoid when it comes to “over marketing” is the age-old concept of overpromising and underdelivering. In sales and marketing, the goal is always the opposite. Always plan to underpromise and overdeliver. 

Why is this so important? Well, think like a consumer for a moment. Let’s say that you’ve just signed up for a new gym membership. You’re pumped! The “gold access” package you purchased promises personal training sessions, free beverages, spa services, and spin classes. 

But when you go in for your first workout, you can’t help but feel a bit disappointed. 

The “personal training sessions” you hoped to get are booked far beyond your expectations, the “juices” are filled with sugar and additives, and the spa’s cleanliness level is, well, questionable. 

Already, this gym has a hard fight to win your trust and loyalty back. The same is true for any brand that tries to woo customers with big promises they have little intention of fulfilling. Customers don’t easily forget what they’ve been promised — especially if it’s been positioned to benefit them in a significant way. 

So make it a point to avoid this scenario at all costs. If nothing else, undersell the customer. Not in a way that damages the brand, but just with some modesty. Don’t make boasts, and don’t make promises you will be unable to keep. 

These practices can help fend off the rare concept of “too much marketing”. When done correctly, marketing has limitless possibilities to benefit a brand. When done poorly, or when overdone, the consequences can be quite disastrous. 


About the Author: Ronn Torossian is CEO of leading PR agency 5WPR.

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