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

New India branch campus on the horizon for Lancaster University Keir Starmer meets Indian PM and included Prof Simon Guy Lancaster University. Pic Simon Dawson

New India branch campus on the horizon for Lancaster University

09 Oct 2025

2

Best events and talented students complete finalists list for Lancashire Tourism Awards 2026 Best Events and Talented students on Lancashire Tourism Awards finalist list

Best events and talented students complete finalists list for Lancashire Tourism Awards 2026

09 Oct 2025

3

East Lancashire Learning Group named UK digital transformation leader in CIO 100 Awards Andrew Dewhurst with the award win

East Lancashire Learning Group named UK digital transformation leader in CIO 100 Awards

09 Oct 2025

4

PHX Training appoints new business leader in Blackpool Jason Davenport PHX Training

PHX Training appoints new business leader in Blackpool

09 Oct 2025

5

Velocity seals Airbus extension worth up to $54m Velocity Composites Has Announced Its Entry Into The Us Market

Velocity seals Airbus extension worth up to $54m

08 Oct 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
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

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

Advantage: AI – A Workshop for Business Leaders – Oct 10th
Ai 10.10.png.png
LBV Hub Seminars
10 Oct 2025 - 10 Oct 2025

Advantage: AI – A Workshop for Business Leaders – Oct 10th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

Unlocking major project opportunities in the North West
Lancs-cham-logo.jpg.jpg
LBV Hub Seminars
15 Oct 2025 - 15 Oct 2025

Unlocking major project opportunities in the North West

Strathmore Hotel, Morecambe, LA4 5AP

08:00 - 10:00

The New Employee Rights Landscape: Day One Compliance Essentials
EventBrite NORi - 15th Oct 2025 Webinar.png.png
LBV Hub Webinar
15 Oct 2025 - 15 Oct 2025

The New Employee Rights Landscape: Day One Compliance Essentials

Microsoft Teams, Microsoft Teams, PR253XH

13:30 - 15:00

October Freelancer Meet-Up
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

October Freelancer Meet-Up

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

The Autumn Re set - pour me a wine
LBV Advert_Autumn Reset 1200 x 630px.png.png
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

The Autumn Re set - pour me a wine

The Artistry House , Preston , PR1 3JJ

17:30 - 19:30

The Business Network Central & East Lancashire
LBV Header (26).png.png
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

The Business Network Central & East Lancashire

Stanley House, Blackburn, BB2 7NP

11:30 - 14:15

Women scaling up Blackpool Fylde and Wyre
LBV Hub Seminars
22 Oct 2025 - 09 Jan 2026

Women scaling up Blackpool Fylde and Wyre

The Small Business Academy, Blackpool, FY4 5JX

09:30 - 15:30

HR Essentials for pubs, bars and licensed venues
EventBrite NORi - 22nd Oct Webinar.png.png
LBV Hub Webinar
22 Oct 2025 - 22 Oct 2025

HR Essentials for pubs, bars and licensed venues

Online - Teams, Leyland, PR253XH

13:30 - 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 LBV124 Online Graphic
Subscribe now

Weekly news bulletin