Archive for July, 2010

Does Advertising Work?

Monday, July 26th, 2010

With the explosion of online marketing and social media traditional advertising — or the “A-word” as I call it — has become quite unfashionable. Additionally, many small businesses have dabbled with it, with questionable results. As a result, more and more people are asking if advertising really works. If you listen to Internet Marketing gurus like Gary Vaynerchuk (who I’m a big fan of btw), the answer is pretty clear. “No.” They say that if businesses want to be smart they should stop pissing away their precious dollars on traditional advertising (TV, radio, print, outdoor) and start using Twitter, Facebook and Blogs.

Well, that kinda depends.

There’s a company called GEICO — maybe you’ve heard of it — and they seem pretty happy with their advertising — maybe you’ve seen it. GEICO spent 483 million on (mostly TV) advertising in 2006. I can’t find their ’07 — ’09 numbers, but considering that I see their ads everywhere I wouldn’t be surprised if it’s more than 483 million now. So, if advertising doesn’t work you have to ask why GEICO would be throwing away that kind of money year after year.

Another company you may have heard of, Apple, is also big believer in advertising. They continue to run heavy print, TV and outdoor ads with great success.

And, it’s not just major national brands that benefit from advertising. I’m about to begin the 12th consecutive year of an ad campaign for a small client with a limited budget — a New York City church. We’ve run ads on the NYC city subways for 12 years, and it’s not inexpensive for a small client. So, last year because of the economy they told me that they (reluctantly) had to stop advertising after a successful 11-year run. But, after doing some research, they learned that the ad campaign — which has been covered in The New Times, USAToday and TIMEwas more effective in attracting people than all their other marketing initiatives combined. They cut spending in other areas and continued the successful advertising with a good ROI.

Is the world (and world of commerce) rapidly moving more online? Yes. Should you be leveraging social media as part of your marketing plan? Definitely. But, to broadly claim that traditional advertising doesn’t work, or isn’t as cost-effective as social media, simply isn’t true. It really depends on what you’re selling and who you’re selling to. And, any advertising effort that isn’t as effective as it could be probably has more to do with product, client, or agency, that’s doing it.

Facebook / Mark Zuckerberg announces 500 million users.

Thursday, July 22nd, 2010

To give you an idea of 500 million, that’s the popuations of the US, Japan and Germany, combined. Watch ABC clip.

Regarding Mel.

Friday, July 16th, 2010

I recall some study saying that “genius” and “madness” are linked. I submit that Mel Gibson supports that claim. (Brian Wilson, Van Gogh and Phil Spector are other good examples.) The takeaway I get from all these celeb cases is that fame, and fortune, and celebrity, come with a price. And, if one is careless, a respected personal brand based on a lifetime of painstaking work and exceptional achievement can come crashing down in a matter of hours.

Tiger, Jesse, and now, Mel. Can anything repair his personal brand?

Friday, July 16th, 2010

Can anything repair his personal brand?

The (Often Undervalued) Use of Creativity to Get Results.

Monday, July 12th, 2010

See more examples

Great Minds Do Think Alike (View both spots)

Saturday, July 10th, 2010

New Apple iPhone spot:

Follis created spot for Crest (1998)

Apple TV … the next Steve Jobs winner?

Friday, July 9th, 2010

NewTeeVee has apparently been tipped off by “sources” that Apple will not only release a new Apple TV but that streaming TV show rentals are also on the way. Apple’s waning interest in one of its own products that Steve Jobs calls a “hobby” for the company could be turning itself around to compete with Hulu and Netflix.

Read more:

Why it’s good to have Apple stock …

Thursday, July 8th, 2010

How Traditional Advertising can still be Highly Effective.

Tuesday, July 6th, 2010

Contrary to popular belief, traditional advertising (print, TV, direct mail, etc) is still a highly effective way to sell products and services if it’s done right.

[audio:|titles=Why Traditional Advertising Works – a Case Study]

Right click to download.