The billboard says Advertising Works … but does it?
Certainly advertising can work and can be extremely effective .. but that doesn’t mean all advertising works.
More often than not advertising totally fails.
This billboard provides “evidence” that advertising works. It says “You’re Reading This!”
Sure I read it, I even took a photo of it. But the advert failed to make me buy.
A while ago I went into a client who were spending £50,000 a year on outdoor advertising (Outdoor media). That’s bus shelters, bill boards, backs of buses etc. I asked to see the evidence that it worked.
No one could supply any evidence.
It could have been working .. but no one knew.
So we stopped it. We turned off the waterfall of money that was paying for the advertising. We stopped paying out £50,000 a year.
Did the customers stop coming?
Nothing untoward seemed to happen.
Just because someone reads something it isn’t evidence that it will work!
PS And if it works so well why has this advert been in this bus shelter for month after month. If it were that effective someone would have bought the space.
Response Advertising or Event Responsive Advertising is a great way to leverage your marketing with advertising via contemporary events.
Of course sometimes contemporary events have a long planning cycle and you can be well prepared. But sometimes they are more unexpected. However even unexpected events tend not to be totally unexpected. For example we all know it snows in the winter; what we don’t know is exactly when the snow will come.
At the end of last week we started getting snow. By Sunday Honda had large Responsive Adverts plastered across the Sunday papers. They focused on all the “snow issues” we face .. transport, path clearing, power cuts … A great picture and a few simple words filled a half page and got Honda’s message over to every reader.
What a superb advert.
What about planning at such short notice. I’ll bet that Honda had planned this advert for when it next snowed .. they were as well prepared for winter advertising as they are for heavy snow! The reality is that teh snow was going to come sometime .. they just needed an ad they could run quickly.
What eventualities can you prepare ads for?
What are you waiting for .. forward plan .. NOW !