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There’s a camp for every kid
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There is a camp for every child. But that does not mean every kid should come to your camp. Those two statements are doing very different work. Somewhere along the way, camp directors got these two mixed up. Most of the marketing I see reads like: our camp is right for anyone. Every kid should come here. We have something for everyone. Which is the fastest way to make sure nobody in particular sees themselves in your marketing. Your operational bar is that every kid who walks through your gate leaves with a great summer. Different kids have different needs, and all of them get supported. That is the standard we should hold. Your marketing bar is a completely different job. Marketing has to speak to one specific audience at a time. Attention has never been shorter than it is right now. Meta's own data says the average scroll pauses for under three seconds. If your ad tries to describe your camp to everyone, nobody stops scrolling. If your ad speaks directly to the parent of a ten-year-old skateboarder, that parent stops. The best example I know is a specialty camp that runs one campaign for the skateboarding kid, a different campaign for the gymnastics kid. Every piece of the ad gets built for the audience. Creative, messaging, landing page. It’s all the same camp, but there are different front doors. Compare that to what many camps do where they have one ad and one landing page. That’s a camp trying to reach the whole world at once. If you are running one “this camp is for every kid” campaign right now, split it. Look at your camper base and pick your two or three most distinct audiences. Write a different ad for each one. Rebuild the creative for that audience. Give it its own landing page. The result is more families actually stopping to read. And the right families finally finding you instead of scrolling past because your ad was too vague to feel like it was for them. Which is the whole point of running an ad in the first place. Sincerely, Senior Consultant at Immersive1st Learn more about Immersive1st's Approach |
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