Put perception first when embarking on promotional campaigns

By 52M Consulting Ltd

05 Feb 2020

Speak to most comms, PR and marketing pros and they all exhibit a similar trait: a real passion for getting stuck-in, designing and delivering creative campaigns aimed at raising awareness, boosting public profile and driving sales. 

It's commendable. 

But it's also a mistake to get too carried away with implementing any sort of campaign without first considering how you want to be seen by the audiences that matter to your success.

If you're not careful, you can spend a lot of time, effort and money on what appear, superficially, to be successful efforts but that may actually be creating entirely the wrong impression.

Take accountancy practices as an example.

A little while ago, we saw a Lancashire firm proudly showing-off its new branding, brochure and website. Whilst every element was technically very well executed, the overall look and feel was hardly inspiring.

The imagery was all tall glass office buildings, people in smart (but grey) business suits, calculators and reports (all of which look like stock photos). Look around the internet and its how most accountancy practices style themselves. 

Just for fun, type 'accountants are' into a Google search and see what the first suggested search string is...

The company in question has clearly spent a reasonable chunk of cash on its marketing collateral only to present itself as being no different from every other accountancy practice out there whilst reinforcing that existing stereotype: that accountants are boring.

Great campaign execution but entirely the wrong outcome when it comes to engineering the right perception amongst potential clients etc. 

If you portray yourself as you expect to be seen, that's how you will be seen.

Perception matters because...

When we look at a product, business or brand (even a sector, like accountancy) we take a pretty narrow view of it and use that to form value judgements. We all do it, it's how the human brain is wired based on a series of mental shortcuts called heuristics that, in turn, lead to cognitive biases.

The trouble is it's not always helpful.

If you're a double-glazing business, it's quite possible you've already got a mountain to climb because people see your sales people as 'pushy', based on their own earlier experience or the reported experiences of others. If you run a small mechanics workshop in a small side street (aka a 'back street garage') what impression do you think potential customers may have of you, before they've even engaged with you? 

Exactly.

So, given that your potential customers, new recruits, suppliers, lenders, investors, neighbours and others are likely to already hold a preconceived idea of what you're all about, that may not be entirely accurate, fair or complete, you have to make sure they see you properly and that takes a bit of effort.

So, what should businesses do instead of eagerly diving straight into campaigns?

Here at 52M, we've developed a set of unique tools, strategies and approaches we call 'Black Dot Thinking' that help our clients get seen the way they want to be seen. 

We start by creating a 'perception matrix' that lists key audiences, communications channels and a target perception for each so that all of this crucial thinking can be found in one place. 

Only when we have a fully populated perception matrix in place will we then turn to devising the strategies and tactical plans needed to shape audience perception to fit. 

Because we don't put the cart before the horse, the risk of our clients finding that they've inadvertently created the wrong impression is significantly lessened, avoiding reputational impacts and the potential costs of corrective campaigns.

Think of it this way: you wouldn't sit down in the hairdresser's chair, hand over your hard-earned cash and let them start snipping away without giving the stylist some idea of what you wanted to look like afterwards - it's the same with communications, PR and marketing; if you don't define how you want to be seen, you can end up with a bad hair day. 

You can read more about this on our website here.

Enjoyed this? Read more from 52M Consulting Ltd

Latest news

1

Roundhouse secures approval for new £15m office and industrial scheme in Preston Momentum

Roundhouse secures approval for new £15m office and industrial scheme in Preston

25 Jul 2025

2

Homebuilder's high-performing sales advisers clinch awards Ben Garland and Julia Lorente

Homebuilder's high-performing sales advisers clinch awards

24 Jul 2025

3

Work is set to start on Multiversity project Multiversity Blackpool

Work is set to start on Multiversity project

24 Jul 2025

4

BAE Systems welcomes MOU between Republic of Turkiye and UK for purchase of Typhoon aircraft Typhoon production Warton

BAE Systems welcomes MOU between Republic of Turkiye and UK for purchase of Typhoon aircraft

23 Jul 2025

5

Assystem to double UK jobs to deliver Sizewell C EDF Assystem

Assystem to double UK jobs to deliver Sizewell C

22 Jul 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Preston Tech Connection: Buzz Word Bingo. Challenging Todays's Buzzwords In Tech
July PTC banner long updated.png.png
LBV Hub Networking
29 Jul 2025 - 29 Jul 2025

Preston Tech Connection: Buzz Word Bingo. Challenging Todays's Buzzwords In Tech

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:30

Preston Freelancer Meet-Up: July
Longer July Banner.jpg.jpg
LBV Hub Networking
31 Jul 2025 - 31 Jul 2025

Preston Freelancer Meet-Up: July

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Advantage: AI – A Workshop for Business Leaders – August 14th
Navy--Event Tile.png.png
LBV Hub Seminars
14 Aug 2025 - 14 Aug 2025

Advantage: AI – A Workshop for Business Leaders – August 14th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

The Business Network Central & East Lancashire
LBV Header (24).png.png
LBV Hub Networking
21 Aug 2025 - 21 Aug 2025

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

Morecambe Bay Walk
Walk.jpg.jpg
LBV Hub Awards
30 Aug 2025 - 30 Aug 2025

Morecambe Bay Walk

Arnside, CARNFORTH, LA5

09:30 - 14:00

Longridge Soap Box Derby
Screenshot 2025-06-10 090035.png.png
LBV Hub Fundraisers
14 Sep 2025 - 14 Sep 2025

Longridge Soap Box Derby

Berry Lane, Longridge, PR3 3WH

10:00 - 16:30

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

RISE - Lancashire's unique leadership programme for women
thumbnail_Emma Weston Illustration WENDY BOWERS RISE Illustrstion.jpg.jpg
LBV Hub Seminars
22 Oct 2025 - 18 Mar 2026

RISE - Lancashire's unique leadership programme for women

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:30 - 15:30

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV 123 Online Graphic
Subscribe now

Weekly news bulletin