As a comms industry, for understandable reasons, we prefer to crow about our successes rather than examine our failures. But the Delphi team speak to so many tech companies whose campaigns just aren’t working effectively. And usually it’s for the same handful of reasons.
So in the spirit of collective learning, here are three big mistakes we see time and again in comms campaigns for tech brands…
🤷 No link to business priorities – It can be tempting to tell a story that’s interesting for its own sake to drive media coverage. But if it’s not connected to strategic priorities then it’ll deliver no commercial benefit. That’s what frustrates the C-suite and gives comms a bad name.
🔮 Too future-gazing – One pitfall of technology is you can get wrapped up in imagining where things might lead in future. But if you look too far ahead, it can feel totally irrelevant to today. We’ve seen campaigns forecasting what businesses will be doing in 30 years’ time – in a world where decision cycles are usually focused on the next 3-6 months. Keep things near-term, concrete and relatable.
📈 Too many stats, not enough story – Many campaigns are based on research. The problem with that is you can generate more and more data points, and fail to connect it all with a bigger thought. That’s where the real magic happens – connecting the brand to real-world themes.
Do these resonate with you? Do you see other common mistakes too?
If you’re looking for a campaign that avoids these mistakes and drives real competitive advantage for your brand, drop us a line at hello@wearedelphi.com.
