I think you’re a little drunk. You’re tipsy. I’m ready to take your keys.
You love to see all of the “numbers” from your online advertising efforts. “Look! See! There are this many people clicking on my digital ad and visiting my website! Eureka!”
I’m calling BS!
Disclaimer-ish: I have a few clients doing some Digital Advertising : )
From the moment you started your digital ad campaign…what happened to your sales? Did they rocket upwards like your website hits did? Nope. Because if they did…you would have stopped advertising in every other medium…and doubled-down on Digital. But you didn’t. You’re drunk from the “numbers”.
But they’re not the right numbers are they? No, they’re not. They’re not the numbers in which you TRULY want to see rise. Your sales. Otherwise, you would be shouting from the rooftops about the genius of online advertising. You’d be telling all your buddies how smart you are. You’d tell them you finally found the silver bullet of advertising…the magic potion of instant advertising success! But you’re not. Because you’re drunk on numbers that aren’t translating into an increase of sales that even justifies the cost of your online advertising.
It’s OK though! I get it. DRUNK PEOPLE DO REALLY DUMB THINGS!
Yes, there are exceptions and business categories that were BORN ONLINE… and digital advertising may be a no-brainer. I get that. But I’m talking about the local businesses you can call up and ask for service. Or the ones you can drive to and browse around and see their “things” that they’re selling. This is for the local businesses who have sucked it up with every other type of advertising in their town…and now advertising online is the “hot thing” now…and they just can’t help themselves from throwing money at it.
In what ways are you advertising online? Are you adding a good visual and a strong message that meshes with your Radio or TV campaign? I’m not opposed to that. As long as your ad is actually being seen…and not buried at the bottom of a web page (yet still counted as an “impression”).
OR… did you fall for the ad campaign that annoys the crap out of everyone? You know the one. The MOBILE one where you have to X out of the ad in order to get to the site you’re freakin’ trying to get to! Do you know how many people haven’t even taken the time to read your ad? About 90%. Maybe more. And out of that 10% of viewers who have read your ad…how many were “moved” by your persuasive message? How many of those are becoming big fans of yours because of that online ad? And every time your ad comes up…do they read it every time? Or do they read it just that ONE time (if they read it at all). Yup. Probably just that one time. (Unless your changing the creative of the ad consistently – which you’re probably not)
Oh, and I’m sure you know already that a lot of people accidentally miss the X…and it takes them to your website. That REALLY pisses them off.
So, there’s an app I visit fairly often. It’s a useful app. It’s pretty easy to navigate and get the information I’m looking for. But now…I’m ready with my finger. I know exactly where that X is going to be. Your ad doesn’t stand a chance. Heck, now, your ad doesn’t even annoy me anymore. It’s completely ignored.
But there has to be some use for DIGITAL, right? Well, sure there is. It’s just like a print ad…but it’s online. Remember way back when…when people used to read the newspaper? What kind of print ads worked best? Hmmmm. Here’s how I feel digital advertising works best:
1) When you’re already branded in your area (or people at least know who you are and what you sell)… then you use that digital ad for direct response – like for a Sale or a 2-for-1 deal that you can smack’em in the face with. Or if you’re HIRING. Because if you’re already a respected business in town – then it won’t take a lot of “convincing” to get some warm bodies in the door filling out applications.
2) Any direct response announcement that causes people to want to know more. Maybe it’s a special event. A concert. A new weight loss product. A survey (you fill it out – and get a 50% off coupon at a restaurant or something). A product everyone uses and you slashed the price. A work-at-home career opportunity.
3) As a support vehicle to a consistent Radio or TV campaign (you know I prefer Radio, right?). Maybe you want to use a small portion of your budget to add in some digital advertising. Sure. Go ahead. Just make sure it doesn’t clash with your Radio or TV ads. Keep the same strategy. Now, you’re just adding an extra visual element to your overall marketing campaign. Which is good. It’s not necessary to have success with your advertising…but go for it. Use it as a reminder for people who have already heard your other ads. It’s like an extra “touch”. It can speed up the branding process a little bit.
I feel a digital ad works far far better when it’s combined with a local radio or TV campaign (something with SOUND). Of course, the budget isn’t always available to do Radio or TV right. If that’s the case, and you’re going to try Digital on its own… fist you pray… then you better have a really kick ass, intriguing offer to show me in your online advertisement. You better write a headline that’s so good… it will drive me stinkin’ mad if I don’t click. And then pray some more.
But what are you really searching for? Don’t you just want a decent return on the advertising that you buy?
What the hell do you do though? You’ve tried everything! And none of it works! asd;lfkjerfogihfvdkd@!! #IGIVEUP
Well…here’s your “rehab” moment (cuz you’re drunk, remember?). Make a decision TODAY to treat your customers with more respect and compassion than your competition does. Train your employees to be nicer, smiley-er, “think on their feet” smarter, and whatever other things you can think of that YOU love when you experience great customer service.
THEN… you can try your advertising again. But ONLY after you’ve decided what kind of message people might care about. Now, that you’re treating your customers better…you probably have something to say in your advertising that’s worth listening to. You might have a story to tell that people will enjoy hearing! You can talk about how you’re helping your customers! You can even have your happy CUSTOMERS tell people how much you rock!
If your idea of good advertising is punching a person in the face…and then laying your flyer or business card on their unconscious body, so they see it when they wake up…you’ll always be doing it the wrong way. You’ll always be disappointed. Sober up and start doing it better. It’s not about “impressions”. It’s not about “getting your name out there”. It’s about making an impact. It’s about moving people closer to doing business with you…so when they finally DO need you…they’ll remember how your ads made them feel. And then they’ll buy from you. THEN, when you WOW them with your service, they’ll become a customer for life as long as you hold up your end of the deal…and keep treating them like humans, not “numbers”.
You’re starting to sober up…I know you are!
Non-Fat Advertising bloggity blog
Have you read the book? It will help bust you out of the bad habit of creating (or settling for) boring, ignored, and just plain ineffective advertising. Click Take A Bigger Slice