09 April 2009

What Works?

Everyone wants to know what advertising or marketing works, and rightly so, they want to invest some money in their brand so they can reap the rewards that extra sales and profits bring.

So, what's the answer? What does work?

When it comes to advertising and marketing... everything works. And, it's not the size, it's how you use it.

You've probably seen big campaigns that front line staff don't get behind and they never seem to take off. That's because advertising on it's own can be ineffective - your advertising sets the expectation - when the customer makes contact the brand, you better be what they expect (or better) - otherwise you are throwing away your money.

I always stress continuity, with my staff and with my customers. Having continuity is important for the story of the brand to be told and for expectations to be met.

It's like this:

Advertising and marketing set the expectation. This is done through a brand promise which is set forth in ads, signage, identity, decor etc. Consumers see this promise and decide whether or not to engage with your brand. This decision is based on fact and emotion - your advertising needs to prey and deliver on both.

Staff and product deliver the expectation. This is done through interaction with employees (or other peoples employees) and hands on experience with your product and/or brand. When the consumer decides to engage with your brand, they become a customer. If what you've promised in your brand promise is not delivered then you have lost a repeat customer. The ability for your brand to grow past a single transaction is difficult and requires more advertising to get single transaction business.

So advertising works. If you have a good brand strategy, you can milk every ad for more than a single transaction. But that takes continuity and good marketing sense.

Learn why your customer uses and trusts your brand and you will better understand their expectation... even though you have been setting it, you may find the results differ from even your own expectations.

So, when it comes to your advertising and marketing - make sure the carpet matches the drapes.

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