GAPING HOLE in my thought process as to why marketing and advertising is so subjective and can't seem to be defined. I've always thought, couldn't this be more objective and provide more evidence of its usefulness other than just making a cool design and hoping people like it? Or is that all there is to what I do? After keeping silent for years as I took notes, observed, and learned I still had the disconnect and started to speak out about it. Part of this disconnect came from the reality of our economy tanking in 2001 and me trying to figure out why what I did was important to businesses that my work was being sold to. I don't ever want to have my head in the sand. Without this school of hard knocks and the dip in advertising over the past few years I might still be satisfied with the status quo. Unfortunately, a lot of business owners as well as advertising agencies DO have their head in the sand, even after they experienced 2001 when their sales dropped tremendously. But, businesses are slowly moving back to their old, costly, and ineffective ways of advertising because it's the only format that they understand. Then the parallel with the advertising industry itself and the millions of philosophies on what marketing and advertising actually provides, and what the goal should be. It's enough to make your head spin. And it makes me want to cuss and throw a tantrum and smack people who are feeding lies or those that just don't get it no matter how many times you tell them. I'm sure you are wondering, "How so?" Glad you asked.
There is so much BAD information out there that it's really hard to come up with the good. Most people in "marketing" say that advertising and marketing are separate entities from sales. These people have missed the point. Tell that to someone who needs sales for their company to survive. Tell them to spend $100k on brand awareness with the possibility, but no guarantee, of getting more people to recognize your brand (truth) when they actually tell you that you will get more prospects and sales (false). This is what you call guessing, a blind hope, with your head in the sand. I've seen people fall for it time and time again. I've even seen crafty sales executives throw in a "prize" for the owner that buys the most ad space. You know the prize right? A vacation trip to Tahiti. And how does a vacation trip provide more business prospects for them? Um, let me think, none. So, the client basically tossed $70,000 in the air hoping that his "ad campaign" will stick for him long enough to actually get some clients. The other $30,000 that was supposed to be invested in the campaign to get more clients in reality paid for his trip to Tahiti! What a great treat! And guess what they get after the campaign is over? Nothing. They don't have new trusted customers or even potential leads. Hmm. Well, that's odd right?
I've worked for these sales con-artists, they've been my boss. They've taken the lie themselves that they actually make a large difference in helping these business' sales. But, what's the point if it doesn't actually connect with individuals which in turn generates more prospects? Possibly converting to closes? Or maybe making sales pitches a little bit easier? Something? Can we track anything? Does this seem more difficult than we thought in the beginning? Anyone else see this at all? I will admit, there are a few companies like Coca-Cola, Aflac, Starbucks that
are actually successful at building a brand and would say their investment has paid off, a little. For example, if an Aflac representative comes to your door and he hands you an Aflac duck when you open the door you aren't immediately pissed off that he's wasting your time. Any other insurance salesman would make you mad right off the bat but with Aflac you have a 2 second grace period on behalf of "the duck". Now, let me ask, how much did they spend to get that 2 second grace period? More money than anybody has ever seen except for Bill Gates. Certainly more money than most mid-level or small companies have the luxury to put forth. Are there smarter and more effective ways to get the same 2 second grace period or the same recognition in the marketplace AND actually help your business close a sale? Without a doubt, yes YES YES! I'm determined to continue moving closer and closer to that exact end. To be continued. Meanwhile, please cut off your crappy sales commercial that is interrupting everyone in the middle of a tv show that they wish they could be watching.Know someone that needs to hear this information, please pass this along. If you need assistance getting leads, prospects, and clients cost effectively, please contact me:
Your confidentiality will not be compromised.
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