My Video Talk To Do A Live Broadcast
The present model of advertising was created in the Sixties when the choice of products was very limited, and it was easier for people to classify into categories like the class, income, and sex. It was simpler for marketers to reach individuals and bombard them with advertisements.
The market of today is completely distinct and the old assumptions are no more. In order to be successful in your communication, it’s recommended to begin with the idea that you have little about the audience you think your product is targeted at.
The advertising industry has evolved into being too narrow and introspective. It is attracted by its hyperbole.
A couple of thousand, or what could be termed as creative people, dominate advertising. However, a fundamental shift is underway and the advertising industry, once thought of as the most powerful marketing weapon – specifically the once-powerful commercials on TV, are becoming viewed as sloppy and becoming increasingly unproductive.
Therefore, the power of creativity is decreasing. What is the reason this is beneficial for the clients and their clients? Because, in many cases creatives have often been the ‘barnacles on bump of progress’.
It’s amazing to take a look at the numerous great marketing concepts that have been in the market, but the creators of these concepts eventually stopped selling to advertising agencies due to the fact that the main goal of advertising agencies was to bring their clients onto television.
The possibility that it was not the right medium was left out.
The results were typical. we created the most powerful efficient, accountable and effective marketing communications program ever.
As we began the business , we were introduced Alvin Toffler who, when being informed of the work we were doing , stated “Persevere but remember vested interests will be against you”.
Did he really have it right?
We were certain that the solution we had in mind was more efficient and that we could provide clients the communication plan they required, so we obtained three and a quarter million dollars from venture capitalists.
Our pitch to clients was captivating and hadn’t ever been heard before: “you pay nothing to be a part of the program. But, you are bound to accept the conclusions of a rigorous purchase study to take place by the public Market Research Corporation of America.
Based on the findings, do you want to give us a fifteen percent cent commission on increments in sales you’ve made.”
The clients laughed They had never received this kind of 메이저놀이터 from any agency they had worked with. “Where do we sign?”
Nineteen millions copies of Shopper’s Voice. Because it was a mail delivery, we could use Test and Control cells as neighbors next door, we could measure the change in behaviour as well as actual purchases between those who received the program Test and those who had not received it – Control.
Evidently, Control is exposed to all other activities they were in. MRCA have been quoted as saying “It was the (then) most precise purchase study ever carried out by us.”
To give a different perspective It is important to note that no advertisement had ever seen such a large amount of accountability attached to it, even after one single exposure and still isn’t.
To cut the story short When we presented the sales growth figures at Colgate Palmolive, we said that the figures suggested a cost that was seven hundred eighty million dollars, based on the accepted MRCA formulae. The entire time, Colgate could do was say to us when they presented the chequewas “Could we redefine the rules of this game please?”
The number was derived resulted from a two-page interactive spread within Our Shopper’s Voice Magazine. In our eyes, interactive is when the communication process was transformed into a two-way, not dependent on any gadgets or electronic devices! The audience was at first in an advertising context, offered the chance to interact with the brand and to be an integral part of the process of communication.
Colgate has never had this kind of result from their billions of dollars spent in traditional advertising. They suggested we contact an advertising company.
In hindsight, it’s amusing to think of the numerous various excuses they gave to not use us, and then they shut down the notion. When the agency refused in the end, the client often was willing to accept their decision.
Why did they take an open portcullis? You can make your own decisions, but to us, there was a nagging concern that this was an idea that was superior and cost-effective than what they were capable of executing. This was out of their control. And, God may be, could be a way to make their contribution accountable!