I have an embarrassing confession to make: I completely forgot the rules of marketing and communications recently – namely, the most important one.
I forgot to KNOW MY AUDIENCE.
Let me explain.
In working with my clients on a series of billboards for campaigns around HRM, I found myself being swayed by current trends in design and leaning towards highly stylised visuals. The designs were gorgeous, bright, and aesthetically hella pleasing. There was just one (rather big) problem: the customer didn’t want a pretty billboard. They want an easy, affordable solution.
The rules are, in theory, pretty simple. You give your audience what they need, not necessarily what looks good in your portfolio. It’s Marketing 101: solve the problem and communicate how your product or service does that in the clearest, most compelling way possible. Those are the rules.
But I got caught up.
I was swept away by the allure of vibrant colors and bold typography, envisioning how the designs would pop in a portfolio presentation or an Instagram post. I momentarily lost sight of the fact that these billboards weren’t for me or even for my client—they were for their customers.
My client and I loved how pretty the first two rounds of billboards were. But, they weren’t particularly effective. After working with wildly talented designers who took our ideas and put them into beautiful visuals for a few rounds of edits, I decided to take a step back and start over. I asked myself what the customers want. What they care about. They care about value, clarity, and immediacy. If the message doesn’t resonate in three seconds flat as they’re driving by at 70 km/h, the billboard fails.
That’s when I realized: in chasing trends, I’d forgotten the purpose. Marketing isn’t always about creating something cool—it’s about creating something effective.
A Return to the Basics
When I revisited the project with fresh eyes, the solution became obvious. Simpler designs. A clear message. No frills, just facts. I stripped everything back to focus on the one thing the customer needed to know: how my client’s offering would make their life better.
The final campaign? It wasn’t something you’d find in a design showcase, but it worked. The response was immediate, and the client was thrilled. Most importantly, the customer got exactly what they needed – a promo code and a strong call-to-action that has led to sales. The ROI on this campaign is growing by the day.
Lessons Learned (and Re-learned)
This experience reminded me of some fundamental truths about marketing and communications:
- Your audience always comes first. If you don’t understand their needs, you’re speaking into the void.
- Trends can be a distraction. Not every campaign needs to follow the hottest design fad to be effective.
- Simplicity wins. A clean, clear message cuts through the noise far better than flashy visuals ever could.
As marketers, we can’t let our ego—or our Pinterest board—drive decisions. It’s our job to channel creativity into solutions that serve the people we’re ultimately speaking to: the customer.
So, here’s my embarrassing confession turned gentle nudge to anyone who’s ever been tempted to prioritize aesthetics over strategy: know your audience, focus on their needs, and let that be your guide. Trust me—your clients (and their customers) will thank you.
