What do you mean half my advertising is wasted?
Part of my college degree is a minor in Eastern and Central European history. This knowledge is not unique and mostly useless, unless you are engaged in a massive trivia contest and need to phone a friend. Then perhaps it becomes useful for you to call me for answers. However, one thing in studying history became apparent. I could take quotes from famous people a pass them off as knowledge, One of my favorites is below.
“Half of my advertising is wasted, I just don’t know which half.” – John Wanamaker
You may have seen this or heard this before. John was a merchant in Philadelphia in the late 1800’s. He is credited with pioneering the price tag and the money back guarantee. He is also credited with being the godfather of modern advertising copy.
He was a staunch believer in long-term consistent advertising. His now famous quotation above spoke to the idea of advertising not being an exact science but a calculated risk he knew he had to take in order to grow his business. Since those days, many a study has been done on advertising’s effectiveness.
Here are some truths: All successful advertising is based on three pillars.
1. Successful advertising must start with a commercial message that is laden with an emotional connection which resonates with consumers. People buy based on emotional need. Our messages must be relevant and tap into an emotional need of our customers.
2. Successful advertising is based on frequency and consistency. It must have enough repetition to make an impact. Successful advertising also must have enough consistency to build brand awareness. Consistency is not measured in days, weeks or months, but years.
3. Lastly, successful advertising must match the intended target audience. It must resonate with the customer. Mismatching the target leads to failure in advertising.
The problem with this three sided triangle approach is our customers often skip one of the pillars of success. This leads to John Wanamaker’s statement. To ensure success in advertising, you will need to balance the triangle. It is not enough to have a great message, it must be deployed with frequency and consistency, against an intended target. This is the plan for success.
Wanamaker was correct in one respect, advertising is a calculated risk. But, as history has taught us, lining up all the success factors in your favor can lead to a predictable outcome of victory. Skipping steps or ignoring processes is a recipe for disaster.
Not sure where to begin? Call me direct at 765-637-2143 – we can discuss where you are now and where you want to be in the future and how your communication strategy can help you accomplish this over the course of time.
Neuhoff Media Lafayette
Certified Radio Marketing Expert