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Advertising Doesn't Work!

Jan. 13, 2008

Advertising doesn’t work…when you don’t have realistic expectations, effective strategy and a reasonable budget. We thoroughly enjoy helping our clients solve their promotional problems but often requests are made that are simply not feasible. Once we had a client ask if we could bring in twice as many customers as he had last year with half the advertising budget he spent that same year. I searched my office for our magic wand but had to inform him we had misplaced it so this year he’d have to figure out another way to bring in twice as many customers. Granted, we are all looking for a bargain but as the old saying goes, “you get what you pay for.” Since the most expensive advertising is advertising that doesn’t work we strongly believe in providing our clients with realistic expectations before we embark on a campaign. Most companies allot 3-6% of their gross income for their advertising budget depending on their market.

Here are just a few things that advertising cannot do:

Develop an instant customer base.
Create lots of instant cash.
Solve poor customer service.
Create benefits that do not exist.
Sell unwanted products and services.
Make your teeth whiter.

“Form” follows “function”. What is the “function” of advertising? To inform your audience about your product or service in order to persuade them to make a decision to investigate further, develop a positive thought about you and hopefully respond positively by purchasing your product or service. Demographics, psychographics, pricing, location, analytics, etc., are all part of the mix, but most importantly you must create an effective message through words and images, define and find your audience, use effective strategies that reach your audience, and provide an easy transition from potential customer to satisfied customer.
Often the “form” is a relationship with a competent advertising agency. Yes, sometimes you can manage your own advertising campaign and you may have some success. But long-term, positive results are typically best handled by experienced and trained professionals. Why would you spend time learning all of the aspects of advertising, marketing, design, and public relations, when you could be building relationships with your clients, employees, vendors and community?  Navigation Advertising is to your bottom line what a good mechanic is to your automobile’s engine. We make it work. We analyze, strategize and implement promotional tactics that will improve your promotional efforts. For whiter teeth we recommend Colgate.

 

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