Tag Archives: evaluation

Wanamaker finally gets it

–In stocks, it’s “Buy Low. Sell High”.
–In weather, it’s “not the heat, it’s the humidity”.
–In advertising, it’s “I know half my advertising is wasted, but I don’t know which half.” It’s a quote attributed to John Wanamaker who owned a department store in Philadelphia in the early 20th century. In one of my marketing keynotes, I throw his quote up on the screen and tell my audience if they don’t know which half is working, they’d better stop advertising because they’re wasting their money, time, consumer attention, brand equity, etc, etc.

Marketing is sometimes seen as an art, (which it is to an extent), but businesses take that too far. Are you too far? Apply your marketing philosophies to another aspect of the business…
–“I know half my customers are not paying me, but I don’t know which half!”
–“I know half my employees are stealing from me, but I don’t know which half!
If it doesn’t make sense in the other parts of the business, it doesn’t make sense in marketing either.

The trouble is tracking. Most companies (especially smaller ones) don’t track their marketing investment at all. Most that do track are doing it wrong. It’s no wonder that half (or more) of the marketing doesn’t work.

That’s why I’m encouraged by this news from Nielsen. Beginning this November, they will not only report TV program viewership, but also advertising viewership.

People have been preaching the death of the 30-second ad for some time now…(some better than others). I have always agreed that the change was on the horizon, but knew that old habits die hard for business. We’re now at the tipping point.

Today in the early 21st century, you have more tools and more opportunity than ever (and it’s growing everyday) to find out “what half of your marketing is working”. Why does your marketing still reflect a quote about a department store in 1912?

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Secret of My Success

Follow-up to my Pontiac Apprentice post::
The http://www.pontiac.com/apprentice link now forwards to a page that has the following text…

“The “Raise the Roof” promotion was a resounding success and has officially ended.”

450,000 visitors short of your goal is a resounding success?!

Meanwhile, AT&T is calling their “delivered” campaign that raised the ire and the eyebrows of the blogosphere a “success”. (via AdJab)

“With awareness tracking registering at 80 percent, the brand campaign’s new tagline “Your world. Delivered.” looks to be quite a success at five months into its run.”

You mean to say that 80% of people recognize a brand name that’s been in existence for 121 years? No Way!!

Tracking and effectiveness are sometimes the hardest things to deal with in marketing. Luckily, there’s an easy two step process to determine the success of any marketing campaign…
Step 1 – Look in the cash register.
Step 2 – Is there more money in there because of the marketing?
If the answer is ‘YES”, then you have a success. If the answer is “NO”, then it was a failure.

Customer traffic and sales are ALWAYS the clear indicators of marketing success. Now with a “branding” campaign like AT&T’s, you can cut a little slack because the ROI on branding will trickle in over the next several years…but still, there should be an immediate uptick in sales/inquiries.

Pontiac and AT&T have to sugarcoat the results of their marketing to placate investors and others in the organization. But with your marketing, make sure that you’re not fooling yourself with your “success”.

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