| As someone who has sold, bought, created, analyzed, | | | | and public relations game. They were a bit troubled |
| and agonized over advertising for many years, I've | | | | because almost nobody mentioned the radio ads |
| heard just about everything when it comes to ads. In | | | | when asked. But the client almost doubled their event |
| selling advertising, the one phrase that just makes me | | | | participation through all of their expanded efforts! What |
| cringe is "No one said they saw my ad." | | | | their campaign did was keep this event at top-of-mind |
| Why do advertisers say this? And why does it make | | | | with their target audience, even if that audience |
| me cringe? Advertisers mention this because they are | | | | couldn't remember where they first encountered the |
| using the incidents of customers or prospects | | | | announcements. Again, response does not equal |
| mentioning the ad as a measure of an ad's | | | | effectiveness. In this case, the sales--not the |
| effectiveness. This exclamation makes me cringe | | | | responses--spoke for themselves. |
| because of two truisms regarding advertising: 1) | | | | Even funnier to consider is this. Let's say you're looking |
| Response rate does not equal effectiveness; and, 2) | | | | for toothpaste or clothing or a car or whatever. Do |
| Advertising's only true purpose is to create a | | | | you go bounding into the retailer for the item saying "I |
| top-of-mind position in the minds of your customers. | | | | saw your ad on Channel 183 on Thursday night at 8:00 |
| Let's look at this situation a little deeper. In some cases, | | | | p.m. So here I am!"? Of course not, even for the |
| when an advertiser hears a mention of his ad, he may | | | | biggest of purchases. Gets even more ludicrous to |
| feel it in some way validates his decision to buy it. | | | | think about if you made this comment for small, |
| Radio, television, and print are extremely difficult to | | | | everyday purchases such as grocery items for which |
| measure even for the experts. All the media can really | | | | millions are spent on advertising and for which you |
| confirm is reach, or where it has been broadcast or | | | | have seen the ads hundreds of times. The retailer or |
| distributed. | | | | salesperson would respond with a blank stare and |
| Here's another point that's difficult for advertisers to | | | | probably think you're some kind of nut. No, the world's |
| swallow. If you asked your customers or prospects | | | | largest advertisers and retailers are not expecting their |
| what brought them into your business, to ask for a | | | | customers to mention their ads. So why should you? |
| quote, etc., they most likely will tell you. But chances | | | | Another fact to keep in mind is the dizzying array of |
| are they will not tell you the truth. No, they don't want | | | | media venues now available and the high levels of |
| to lie, but they don't want to appear ignorant. So they'll | | | | audience distraction... often due to the dizzying array of |
| answer with whatever pops into their head at the | | | | media venues! We've got the Internet, all the social |
| moment or maybe will be honest and say they can't | | | | media networks, music download sites, television, cable, |
| remember just to dodge the question. Either way, you | | | | radio, billboards, catalogs, direct mail, magazines... you |
| won't get any valuable information. I've had this | | | | get dizzy just thinking about it. So the probability that |
| demonstrated on several occasions. | | | | customers and prospects will remember your ad |
| Years ago I was doing marketing for a consumer level | | | | when asked is not high. But what this fact does tell |
| show. We were hoping to provide the client with a | | | | you is that you need to have a presence in multiple |
| report on the results of the show's advertising in | | | | venues that are relevant to your target audience on a |
| addition to show attendance figures (which were | | | | continuous basis to make sure that your marketing |
| dismal because there was a snowstorm that | | | | message has a chance of being absorbed. |
| weekend). So we did a survey. Listed all the stations | | | | There are only two measurements that that could |
| and publications we used. Most alarming from the | | | | verify if your advertising is working. One, anonymously |
| survey was that many respondents said they heard | | | | survey your target market to find out who they would |
| about the event on a certain station. But we hadn't | | | | think of if they needed the product or service you |
| even run one placement there because it was too | | | | provide. If you're not mentioned at all, it isn't working |
| expensive. What was obvious is that that station had | | | | since you do not have a top-of-mind position. Two, if |
| the top-of-mind position for the show's attendees. We | | | | your sales aren't going up, it's not working. Better hire |
| should have spent some dollars there. | | | | some advertising professionals who can help you |
| In another case, I was working on an event with a | | | | determine appropriate venues for your market and |
| client and they dramatically kicked up their advertising | | | | help you craft a message that delivers results. |