So Firebrand failed. That’s amazing. Hard to believe that people don’t want to watch a show or web channel that has nothing but ads.
In several of my marketing talks, I make the implicit point that no one cares about your marketing except you. And the only people who actually look for ads are the people paying for them and the people who sell them.
But for some reason, many companies feel that their advertising is an entertainment source. Visit a company’s web site and see a big flashy-blinky that says “Click to view our latest TV commercial!” Companies upload their spot to the Google Tubes and think they’re offering substance. Of course, you know the idea du jour. Stagger in like a greasy used care salesman in a blog, try to be my “friend” on Facebook, or crash some other private party.
Sure, people are interested in advertising and become ad experts around the time of the “big game”. But for the most part, people try to avoid “advertising”. What people want is answers to their problems. And sometimes advertising shows them an answer. But most advertising I see is undirected and loud — and not really concerned about connecting with the right people.
Stop advertising and start providing answers to your customers’ problems. And you might have to do that through a print ad or a TV spot. Just remember that people are concerned about the message — not the messenger.