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How many customers will this advertising bring us?
A fair question. Too often, though, we're foolish enough to answer.
Advertisers like to scrutinize and test us unlike any other supplier. (I'll bet the road sign installer or the company that paved the parking lot weren't asked "how many customers will it bring us?")
Don't get me wrong, We should be held accountable for our services. Results is the name of the game. Yet, too often, we hold ourselves accountable for elements that are either out of our control, or just never considered when building an ad campaign. These elements can spell life or death for the results the ads bring. Our reputation (and renewals) are on the line. I call these elements the Unseen Six. A half-dozen conditions that can make or break the success of the campaign.
These Unseen Six include:
The Offer
Is this an image ad, or call-to-action? The image ad creates awareness and must run consistently, long term. Call to action is short-term, but has to grab 'em (especially in today's fast-paced, heavily-communicated society). Remember, 50 cents off a jar of pickles works for multiple-item grocery ads but not stand-alone offers. 50 cents off an oil change? No. Half-off, or a Tuesday-Only-Five-Dollar oil change? Yes. The offer must be strong!
Consumer Sway
Ahhhh, here's a biggie. As consumers, we're all strange creatures of habit and comfort. Would a career woman who sees the same hair stylist, has a relationship, even a friendship, go across town for 1/3 off? Not likely. But would she cross the street for a special video rental offer? Sure. That stylist might be better off tying in a promotion, like renting as mall kiosk and doing charity cuts to make connections with consumers!
Top-of-Mind-Awareness
Are they a 'known commodity?' or are they either new to the area or advertising for the first time? Studies show that, except for large-scale grand openings, consumers will gravitate toward merchants they know before going to something new. Plus, are we targeting their current customer base, or trying to expand. Two
different consumer groups. This is one of the reasons I always recommend
long-term ad campaigns. You can build name awareness, followed by traffic
increases.
Reputation
How's their current reputation? Good, bad or non-existent? It WILL have a
bearing on an ads success.
Ad Levels vs. Competitor
Do they run three column inch ads vs. a competitors double-truck? The campaign's outcome will be determined, in part, by what share of the buying market the ads are reaching.
Target or Niche
Does their ad (and your publication) target a specific consumer group? Bridal sections are an obvious example, but a targeted business can be successful in ROP as long as you and your customer know the portion of your readership being targeted and prepare the ad and campaign accordingly.
They're elusive. They're dangerous. They're the Unseen Six. Consider them when you plan your proposals, and you'll seldom be stuck with unfulfilled expectations when the campaign is complete.
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