Posts Tagged ‘ad agency’

Response or Results?

Friday, June 17th, 2011

 

You work hard at your business to earn money, and often that hard earned money makes its way to your advertising budget.  Making sure that your advertising works to improve your business is crucial, and this leads to the all important tracking metrics – measuring the success of your ad campaign.  One of the most common mistakes made in this arena is confusing response with results.

While tracking results can be tricky, tracking response is rather easy.  Results have an impact on your bottom line.  Responses indicate that people were exposed to your ads, but not whether those ads motivated them to make a purchase or made an impact on their opinion of your business.  If you’re clear on the difference, try this experiment.  Purchase some billboards in your hometown and put nothing on them other than a picture of your face.  The entire billboard is nothing more than you smiling.  It won’t take long before your family, friends, co-workers etc. will begin to comment that they’ve seen you on a billboard.  That is a response.  It accomplishes nothing, but it is a response nonetheless.  (This, by the way, is not a dig on billboards, which are fine ways to advertise.  It’s just an easy example.)  Anheuser-Busch (specifically Budweiser and Bud Light) count their ad budgets amongst the largest in the US, and their share of domestic beer sales reflects this.  Do you think anyone has ever placed a 6-pack on the counter and said “I love those new TV spots?”  The point of this is that just knowing people saw yours ads isn’t enough, they have to react to them.  If you can track this, or better yet hire an ad agency to help you, you can get the most out of your ad budget.

Dr. Google, can you direct me to Main Street?

Saturday, August 22nd, 2009

Let’s face it, there is no main street on the world wide web.  In offline business you pay top dollar for a good location in an effort that everyday traffic will see your business, remember your business, and will shop with your business when they need or want your product or service. That’s not to say dollars aren’t spent on advertising and marketing, but certainly the cost of a good location and good signage should offer some relief to the marketing budget. 

Offline businesses that opt to own or lease space in a more remote area must spend more dollars in marketing and advertising so potential customers are aware they exist.  It’s truly a trade off.  And while there is no LOCATION advantage on the web, there is an ADDRESS advantage, but let’s face it by now there are NO short, easy, one-word URL names available, unless you want to spend big bucks buying a name from an address name “hi-jacker”.  So what’s a new business (or older, established one that didn’t buy a name years ago) to do? 

They must advertise and market their online business.  Driving potential customers to their online website is where the whole wide world is heading on the World Wide Web.

Page 1 – that’s every client that walks through my doors #1 goal and objective for their website and/or web business.  Getting there is time consuming and staying there is not inexpensive. Currently Google, the #1 search engine of choice as I write this blog,  states plain and clear in their own documentation that it can take anywhere from a year or more to get to Page 1.  Now keep in mind as you are working to get to Page 1 so are hundreds of thousands of other websites; so even when you get there you can’t be complacent.  You must continually work on your site to stay on Page 1.  Why, because Google says so and so do most of the other search engines, like Yahoo, and Bing.  They mostly recognize websites that are well maintained and have “fresh content” – that’s not to say a weed or two (old articles) doesn’t creep into the search, but they generally try to keep Page 1 offerings with the sites they deem are following their rules.

Lots of companies offer assistance for getting and staying on Page 1. Beware!!! Not all companies’ offerings are alike.  Be sure you know what you are buying or better yet, what you want, as services from provider to provider will vary dramatically.  Like … hamburgers. Yes I just said hamburgers.  You can buy a $1.00 hamburger from McDonald’s, a $7.50 hamburger from Chili’s, a $12.00 hamburger from Marriott Hotel & Spa’s restaurant 360, a $30 hamburger in New York City and most of you have a hole-in-the-wall restaurant in your home town or city that will have a great, juicy, delicious burger for around $5.00.  Each burger is palatable and priced right for its intended audience – however they really can’t be compared nor would you expect or demand the Marriott to match McDonald’s price just because they are right down the street from one another or because they are both hamburgers and should therefore be the same no matter who is cooking/serving them.

I like to think of our agency and interactive capabilities as equal to the hole-in-the-wall restaurant.  Most people don’t know we’re here but we have a very tasty product and those that dine with us, are provided a good product they enjoy, they are well taken care of and each meal is cooked to order – and while we aren’t located on Main Street some of our clients are ranked on Page 1.

So why do companies try to compare/judge advertising agencies in that type of side-by-side fashion? All marketing firms aren’t alike like all hamburgers aren’t alike. Bigger isn’t always better & cheaper is never best.