But my Business is different
Let me backtrack a little….
One of the other problems with Brand Advertising is it’s very hard to measure. Coca Cola can certainly measure the effectiveness of their advertising across the year in any particular country or region, but it would be virtually impossible for them to measure the effectiveness of one ad in one publication.
That’s fine for Coca Cola because they can afford it and they’re engaged in a totally different activity than a small business owner. Intelligent business people still try and justify why they’re still engaging in brand advertising that’s virtually impossible to measure.
Their argument is that they’re a growing or reasonably large business and that they have a ‘recognised brand’ and that the advertising is helping to promote that brand.
I’m sure it may be. But they’re missing the point.
This is the best bit of all….. but virtually no one gets it. Here’s what they don’t get….
ALL DIRECT RESPONSE ADVERTISING IS ALSO BRAND ADVERTISING
Let’s take our tailor, Mr Smith as an example.
His ad that promotes his offer for people to come in on Saturday and get their discount, will have his address and phone number prominently displayed. It is a direct response ad because it is designed to produce a response that can be clearly measured. People will be rewarded for marching into his shop on Saturday waving the newspaper ad as proof that they read it.
But as an added bonus, it’s also great Brand Advertising. It builds the profile of Mr Smith and his store into the minds of thousands of others who see the ad, but who don’t respond on this occasion. We can’t really measure how useful that is but it doesn’t matter because it’s just an added bonus….the ad has paid for itself through it’s direct response component.
So you can have your cake and eat it…you can have your Brand Advertising but it should always be an ‘added bonus’ once the direct response part has paid for the ad.
What do all the people who want to spend a fortune on ‘Brand Advertising’ have in common?
I have noticed a fascinating pattern of behaviour over the last couple of years, particularly in slightly larger businesses.
I’ve noticed that the people who fight tooth and nail to continue their Brand Advertising all have something in common.
Can you guess what it is?
It’s not their money that’s being spent. That’s right. It’s not their money being spent.
You can always be certain that the people fighting to maintain those expensive glossy ads that are not working, are not spending their own cash.
They’re also not spending their own cash when the advertising agency takes them out to lunch and talks to them about the importance of ‘Brand Recognition.’
Highly successful entrepreneurs and business owners immediately get the distinction between Brand Advertising and Direct Response. Immediately. Why? Because it’s their cash.