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To Copy or Not to Copy an Advertising Campaign

Is imitating proven campaigns a better idea than creating your own?

Strategy: Here is the issue: Is a copycat an instant winner?

Copying a moneymaking campaign that you can easily run using color copies could sound like an instant winning strategy, but let's look in further depth to some additional considerations and only then make a determination.

It is tempting right? You get a postcard in the mail that you think to be very smart and auspicious. You do some more research (a phone call or two) and it is still looking like a pretty successful piece that someone did. So there you go: Talk to your graphic designer and ask him to copy the same piece (exactly as is) but customized to your particular area of interest.

Does copying that campaign mean that you have in hand a "winning-ticket-campaign"? Does this mean that your postcard, or brochure that are copying another one that was considered successful will automatically become a source of revenue for your company?

In our experience, it could potentially go both ways in the short term, but in the long term, we feel that you will realize that it was a wrong move.

"...As good as a Pyrric victory..."

Replicating a strategy, copying a color printing campaign: both in design and distribution is difficult and challenging in itself. There is so much that is unknown to you about what criteria was used, especially for the distribution. Who are those individuals in their list? What type of relationship they have with the company? We could go on and on for hours trying to understand all the requirements and the boundary conditions and analizing the color copy printed piece.

You might not have the right resources to answer callers appropriately, or even in a timely manner. So it is not only about understanding what your competition did, but now you are considering how to reallocate your own resources. It is a difficult process.

Copying a campaign could be as good as a result as the one obtained at a Pyrric victory (read details of what such a victory means). You could find yourself restructuring your organization just because of that successful piece.

Create your own: Creating from scratch is even tougher. Unless you have been very organized in the past and kept good records, this process is very difficult, long and expensive. But wait! The reason we go to school, get trained, attend trade shows, read books, etc is because we cannot reproduce 4,000 years of human learning and experience in a fortnight.

Our opinion is that learning from what has been done by other companies is a must. This is what happens: Copying other peoples work relieves you from part of the initial pain but can leave you very vulnerable because you start to be at the mercy at what others thought, and your boundary conditions might not even relate to theirs.

"Become a creative student"

By becoming a creative student of your environment will only give you more control of your options. You will learn from your weaknesses, strengths and opportunities.

At that point you are in control again. Create your copy, your to-be-copied documents, select your mailing lists according to what really makes sense to your organization.

There is no need to copy what others did. You can achieve success that you can manage.

 

 

Questions or comments?
info@colorcopiesusa.com
1-877-421-0668

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Did your vendor's lack of commitment, late project completion or poor quality ever get you mad? We know that feeling... We have experienced that same frustration ourselves with a number of vendors and we hate it.

For this reason, our company is built on passion for our work, leading us to take control of our projects and allowing us to produce quality work.

Our deep belief is that our passion and commitment makes your job easier. It is no surprise that we are very effective in helping you achieve your goals

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The team at ColorCopiesUSA

Video: See how a builder of a $1.5MM boat promotes it with multi-page printed catalogs

What's Hip and Happening At ColorCopiesUSA?

October 2018:

We are working on a new website design. And much more content for you.

So many people call asking about the meaning of collate, that we decided to explain the concept in detail: What does Collate Mean is now a fully developed article. If you have any questions, let us know.

It's even smarter to order from us: Fast + Low Price + High Quality Standards.

Our Spring promotions are really unique.. Continued advertising and outreach are key to success in a slow economy. The companies that take different marketing actions report better results than those that merely await for customers to take action.

The power of a series of retractable banners. Read the full article about how powerful retractable banners are.

About Color Copies USA

We are experts in digital color printing and color copies. Our best technology produces your best copies. We also offer on-demand color copy printing of digital multi-page-newsletters, brochures, business cards, leaflets and sales material.

As a direct mailing house, we provide high quality direct mail programs including lists, mailers, personalized web pages and landing pages.

We have proudly been in business since 1972.

 


Customer Feedback

"Thank you. That's great and much appreciated. I'll spread the word you take care of your customers!"
Ran W.

"The cards look terrific. Thank you for the quick and professional service."
Richard H.

"They got here on time and LOOKED FANTASTIC. You guys did a wonderful job. I will definitely be in touch with more color copy needs (perhaps with a bit more leeway this time). I have a similar "stacked sheet" job for Christian Archives that will go out to maybe 350 people, so that will head your way by mid-May. Thanks again, these are great."

Julie M. Clark
Christian Archives
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© Copyright 2009-2014 Mark V Press and ColorCopiesUSA.com All Rights Reserved - For more information about, color copies or any other of our color printing products, feel free to Contact Us: 1-877-421-0668 - Address: 140 NE 32nd Court, Oakland Park, FL 33334