I’m often told when we present media ideas, “Yes, we know about that. We tried it and it didn’t work.” So you ran an ad on TV (or a billboard or a radio ad or mailed a postcard) and it didn’t work?
I watched a lot of college bowl games over the last two weeks, and saw a lot of plays work 
and a lot of plays not work–the problem is that many times the plays that worked and didn’t work were the same plays. What was the difference? Execution. What if coaches thought like marketers? ”Well, we ran all those plays and they didn’t work.” Now the team can just sit on the sidelines and watch their competitors play the game.
The medium is not the message. Execution and content are critical to communications. If people don’t understand your message or don’t find your message compelling then it is not the fault of the medium you used, it is an execution problem.
Ask yourself a few questions: “What is it I want people to remember about my organization?” And then follow it up with, “And why will they believe me?” If you start there, your marketing plays will be more successful and lead to more scores with your audience.
“Execution and content are critical to communications. If people don’t understand your message or don’t find your message compelling then it is not the fault of the medium you used, it is an execution problem.”
Love this part!
Reminds me of the idea from the book “Made to Stick” about the Subway campaign with Jared. Subway was promoting their subs had 7g or less of fat per sandwich, but it wasn’t working. Bring in a guy who lost weight with Subway — works. Both were on TV and other mediums, and the message is even similar (lose weight with Subway), but the execution is completely different.