Does Start-up ‘wear out’ exist?
There is a common term in advertising called ‘wear-out’. This is when an ad has been played for a certain amount of time and it’s impact is decreasing, it isn’t cutting through anymore, it isn’t worth buying more advertising space to run it on.
I haven’t discussed ‘ad wear-out’ for sometime, but I was reminded of it in a meeting last week. In this meeting, I was discussing a certain start-up with my client when they said ‘Oh, I have already heard about that start-up, have you got anything more recent?’
This statement shocked me because technically the start-up in question hadn’t been around for any longer than 18months, their tech (in my opinion) was still very relevant and they had only just started to pick up some business – however, because awareness was already high about their tech, they were getting dismissed?
So on the face of it, this wasn’t a logical decision by the client, but ‘perception is reality’ and this type of thinking can cause a type of ‘wear-out’ effect for start-ups? As soon as a start-up starts to market their tech to the market, the clock starts ticking, until someone (usually from brand side) will label them an ‘established and not shiny anymore’.
So what can we do to counter this unfair perception? Here are 3 things start-ups could start doing which will continue to keep them ‘fresh’ in the eyes of the Marketing Manager for longer:
- Always evolve your product and communicate how your product is better (and different) from previous versions
- Communicate this evolution online (Facebook, Twitter, Website) – if online presence is ‘always on’, your tech will be perceived as having momentum and being current and vibrant
- Don’t exaggerate on how many brands you have worked with –this can work against you and give the impression that you are already very established and no longer ‘new and exciting’. Obviously promote your successes, but don’t go overboard
Basically, always ensure that your story is adapting, changing, and evolving. In other words, Mr Marketing Manager, you don’t know everything there is to know about my product – I am bigger, better (and different) from the last time we spoke – I am still very fresh (and still very relevant) and I haven’t worn out!