The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
The
Future of Advertising
The
Targets
The
Future of Advertising
The
Grid
The
Future of Advertising
The
Swarm
Technology
Making
The Message Meaningful
The Only Business That Matters Is The One You're In.
THEFUTURE OF
THE
SECRET
TO OUR SUCCESS.
The
truth is MadisonAveNew.com
has been picking up readers like a house on fire. We actually owe it
to a suite of six web marketing tools.
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Dead Men Talking. Has anybody taken note of all the doom and gloom editorials of late in Advertising Age, The New York Times, AdRants, Adweek and several other on-line rags including this one. It's almost as though somebody said. "The handwriting is on the wall." And everybody who could spell "advertising" started looking for walls to write on. One thing that is fairly disturbing is that everybody is saying pretty much the same thing. Advertising doesn't work as well as it used to, but costs more than it ever did. |
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Ageless Marketing thought leader David Wolf put it better than anybody else, to date. "Marketing is the only sector of business that has suffered falling productivity and rising costs". Now if the words of the prophets truly are written on the subway walls, that piece of prose deserves to be inscribed in neon at times Square and 42nd Street. |
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I resent your whole point of view about working with your friends in business. You must be a very sad and lonely old man. S.V. Provo, Ut. You left out rich. Sad, lonely, rich old man.-HW |
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I can't say it any better than Mr. Wolf, so I'm not going to waste your time or mine even trying. ( For more from David visit http://www.agelessmarketing.com. ) What I will try to ponder on is not how did it come to this or why. David does an excellent job of that in his book "Ageless Marketing." What I'm trying to figure out is what comes next. Now that advertising is loosing its viability, what if anything stands in the wings of commerce, ready to take its place? Let's check certain things off the list right now. Direct Marketing. The audience has ADD. Nobody reads anymore. On-line Advertising. Tell me the last five banners you recall seeing. I rest my case. Branded Entertainment. Can you say voodoo ROI boys and girls? Buzz Marketing. "Will you take our picture? How do you like this cool camera? Well fuck you too, Charlie." Viral Marketing. "No, no. It worked for HotMail. It'll work for you. Give it time. And a little more cash. Trust me." Advergaming. No, no. this really is cool. It really is. No, it's not as cool as Grand Theft Auto. But it's got your name on it." Word Of Mouth. Well, no. We can't project how many people will actually tell their friends. But we can..." Wow, I'm running out of alternatives. Let's see. Product Placement in Rap Music. " Yo bitch. I'm rich. My Navigator makes whack niggas twitch." Drive Time Radio " We'll be back in five with another Power 107 Mix but first here's..." Out Of Home. "Don't you make me have to come back there little mister." What's that leave us with? Search Engine Advertising. That will be $7,000 for the AdWord "Automobile" E-Bay. "According to the Federal Trade Commission (FTC), approximately one in every 50 consumers has been a victim of identity theft." Oh shit. I'm out of places to place my advertising. I got $500 million to spend. What do I spend it on? Hmmmmmm. What happens if I just put it over here? In the cash on hand column. Or maybe over here? In the price support box. Ouoooo! That looks great in my YTD numbers when I compare it to last year. Plus I get to say I cut my cost of sales by 50%. What happens if sales actually go up? I'm lovin' the sound of this. But wait. I just bought that new house in Darian. If I pull the advertising budget, why do they need a CMO? I got it! I got it! I'll pull 75% of the budget and put the rest of it in price support and one big honkin' Super Bowl Spot. Now you're talkin' pure genius moves. I rock! You laugh. It might just work. Consider the point of diminishing returns. What makes more sense? Spending $350 million on advertising nobody will pay attention to? Or taking $350 million direct to your bottom line? What would you do if you were Mercedes-Benz with only $28 million in domestic sales last year? Or General Motors faced with laying off 25% of its work force which also happens to be 9% of its customers? I feel a new Battle Cry coming on. "Zero Ad Waste. Zero Advertising." Too radical? Then try this on for size. "$500 Million To Make America Better. Zero On Advertising." If John Hayes, the chief marketing officer at American Express took that idea to Bob Wright, CEO, NBC Universal and said, We won't be spending a dime on advertising next year, but we will be spending six million bucks a week on making life better for millions and millions of Americans. We'll put up 50% of the production costs. You convince Marty Sheen to help us do it every Sunday night. He's outta work. It'll be the ultimate wish fulfillment/reality show. What do you think, Bob? Top rated show on Television? Let's make it better. What if John Hayes challenged other CMOs to do the same thing. Not with their entire ad budget. Just a million bucks a week. Not on NBC, but on CBS. Would anybody step up? What if we called it "Step Up America?" Would people watch corporate America doing something to improve the quality of their lives instead of adding to the clutter of their lives? Would CBS even be interested? Send me an e-mail about what you think. harry@harrywebber.com. Stay tuned.
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