Why 90% Of Advertising Is Just Plain Stupid
Why 90% Of Today's Ads Are A Total Waste Of Money
Hundreds of Millions of dollars are being invested in advertising each year by all the major corporations. Nissan, McDonalds, Coca-Cola, Pepsi, Snickers, Kit-Kat - all of them are guilty of lousy advertising investments.
Most of the ads we watch on TV and read in Newspapers aren't working anymore. When I am watching 2009 Lexus IS250 riding around on New Zealand's finest roads, it still doesn't make me want to have a Lexus. It does make me want to go to New Zealand though, but that wasn't what the adman wanted to accomplish, was it?
Most of today's advertising agencies are clueless. Giving them control over your marketing campaigns would be as crazy as hiring a hungry rabbit to guard a warehouse full of carrots. MADNESS!
Ad agencies are charging millions for creativity but if you were to look at the sales statistics before and after the ad release, more often than not, sales go DOWN. However, it doesn't concern the adman very much, he got his 7 figure check and he is off to get that Lexus IS250 he wanted so bad while he was creating the ad.
Creativity Over Sales?
Couple of years ago Nissan hired one of the industry's most Creative ad directors - Lee Clow (note: very close to "Clown," coincidence?) to create a series of TV commercials for Nissan's new production line of cars.
The Clow(n) presented Nissan with a series of the most creative ads ever made: Toy action figures driving around in toy Nissan cars. There even were dinosaurs involved...WOW!
The ads were pure entertainment and didn't include a word about how great, unique, affordable or convenient Nissan cars are... You can imagine what happened next.
As soon as the ads began running - Nissan's sales hit the dirt. According to The Wall Street Journal, the month the "toy" ads debuted, Nissan's sales fell 2.7%. The next month they fell 10.2%... then 4.2% ... and then, 1.6%.
While Nissan's sales were going down the drain, Lee Clow was inducted into the advertising Hall of Fame and the ad campaign was proclaimed "the best ad campaign of the year."
Did Clow(n) even bother about the ad campaign assassinating Nissan? Not at all.
So what's the point of advertising? According to most of the major corporations it's not sales. What is it then? What is the point investing huge budgets into ad campaigns that are going to demolish your profit margins?
Some might say "branding," others are going to give you a blank stare, but the truth remains - MONEY. The whole point of advertising is to get more leads, more sales and more money.
4 Missions Every Ad Must Accomplish To Be Successful
- Create a strong desire for the product by presenting the benefits the product will bring into prospect's life.
- Convince the prospect that the benefits the product provides are unique and can't be found in any other product.
- It must communicate urgency for the prospect to buy the product.
- It must compel your prospect to action - to buy the product.
Thousands of small business owners are carelessly investing in TV and Radio advertising every single day. If you don't want to lose your pants to angry debt collectors - never trust your advertising to media reps. Conveying those 4 key points to your readers/viewers/listeners is essential for a successful advertising campaign.
You don't need to spend millions of dollars on advertising to make people want to buy from you, you just need to be a little bit smarter than Nissan's CEOs.
Igor Kheifets Get More Advertising Tips At Mastermind Marketing
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