So, it seems that every marketer is discussing which were their favorite Super Bowl ads from last week Sunday.
But quite franklyâ€¦ who cares.
This discussion misses the whole new marketing point all together. Oh yes, I love a great ad and can appreciate the creative genius of good branding stories like this story ad from Ram Trucks (or even this story ad from last yearâ€™s Super Bowl).
But if it’s getting harder and harder to get consumers to pay attention to our brands and convert that into a sale, please ask yourself this:
what am I truly doing to connect with my audience?
Speaking recently about the end of the television/industrial complex, Seth Godin uttered:
â€œâ€¦ the model [was] very simple. You run $100 in tv ads, you made $110 in profitâ€.
this was true for 35 years. Mad Men was not about good ads, it turns out that if you just ran a lot of ads, of any kind, you could make more money than the cost. Just in the last few years, it all fell apartâ€¦ â€“ the profit margin and the traditional marketing theories â€“ with the underpinning of our entire economy.
For myself, I like to keep it simple.
In general I see two types of advertising:
- Advertising that is pushing and promoting the brand
- Advertising where customers do the talking
And it is my belief that ‘type 1′ has the sniffles.
In the efforts to find how to sway New Buyers, the billboard ads, the local TV commercials, and other traditional forms of brand promotion are suffering from a severe cold. In one of the most commented blogs on marketing, lately Bill Lee even stated â€œMarketing is deadâ€.
So is traditional marketing near its mortal end? More and more studies show that trust in paid television, magazine, and newspaper ads has declined over the last couple of years.
Okay, here it isâ€¦ I believe it is time that we put traditional advertising on a diet!
(Would you really trust this person in the costume when getting the best Hot Dog Burger in town? I donâ€™t think so! )
Does that mean that we have to stop eating all together? Of course not!
Like in every healthy diet you should start with working in some veggies and all those things that are good for you! Donâ€™t cut all of our traditional marketing budgets all at once. Try doing some real engagement marketing. The future is all about a
brand’s ability to have a direct relationship with the customer. Because, customers who are actively engaged in your marketing tend to be more positive about your company or brand.
Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertisingâ€”an increase of 18 percent since 2007, according to a new
study from Nielsen
study from Nielsen.
Let’s look at a cool example. Here is how Nike is Doing It?!!
â€œItâ€ as not in an advertising kind of way. Not in a “let’s see how many we can motivate to follow us on Twitter” kind of way. No. I mean real engagement in a meaningful and connected way. Nike came up with the Nike+ FuelBand, a rubber bracelet worn on the wrist during exercise and sports activities to measure â€œsteps, calories, time, & Fuel metric (currency measured by oxygen kinetics). How cool is that as a example of new age marketing!
According to a tweet from a Nike marketer, “The @Nike+ FuelBand syncs with your iPhone via Bluetooth provides on-device feedback, gives you @NikeFuel experienceâ€. Integrating Path technology with a free iPhone app and dashboard at NikePlus.com, it’s being positioned as â€œthe ultimate measure of activity.â€
The FuelBand is therefore not only a great marketing communication tool; it is a valuable product by itself that actually brings value to their customers. (And I belief it will surely help them sell more shoes as well.)
Also in 2012, they had a great engagement platform with â€œMake it countâ€.
As part of the Make It Count Campaign, that bears the tagline “Life is a sport. Make It Count“. Athletes (and every day â€œathletesâ€ like you and me) associated with Nike and have been tweeting their specific goals for the year using the #makeitcount hash tags.
So, does your (traditional) marketing have the sniffles?
Are you spreading new and engaging marketing messages yet? â€” And I mean, not just meaningful and valuable messages, but maybe even actual FuelBand stuff that would kick-start your consumersâ€™ engines and ignite the responsive interest in your brand.