The advertising industry is worth a minimum of $1.2 Trillion US, per PQ Media’s research published for 2018. Here at Onstage, we expect 2019’s numbers to come back significantly higher. If you’ve been reading our blog for a while, you know 2019 was a great year for US business. There’s a reason advertising is a booming business. It works!
But now and then some campaigns seem to miss the mark. Why? Nothing is more perplexing to marketing professionals than an ad that brought little return. Even worse is a campaign that completely bombed. With this article, we’re going to look at research about buyer behavior, and how it translates to advertising exposure counts in particular.
Why Didn’t That Ad Work?
One older concept in exposure and reach is The Rule of Seven. This adage says a prospect needs to see or hear your marketing message seven times before they decide to make a purchase. This may be a good starting point. In reality, it can take upwards of 20, even as many as 100 exposures before a potential customer becomes a buyer.
- A single advertisement rarely works well.
Conversely, you can bombard customers with advertising all day long and have a questionable return. Here’s the secret: consumers still won’t buy from you if:
- They don’t feel a need for a product.
- They don’t feel comfortable with your company, your image, or your brand.
- Your corporate image and your reputation aren’t aligned with their personal beliefs.
- Your service or product requires more research than they are comfortable with, or have time to accomplish.
- Nearly half of consumers who got a mortgage loan at a high-interest rate don’t bother to shop for mortgages, even though it could save them a lot of money. They aren’t comfortable doing the research or filling out the paperwork. These consumers don’t feel a real need to get a new mortgage. They already have one, and the relationship may be long-standing. That’s good enough.
- Tarnished corporate images can repel even dedicated customers. We are reminded of Nike’s major marketing malfunction in 2001 when they admitted to using child labor in third world countries and further admitted the practice would be hard to end.
The point we’re making is that organizations sometimes need to look inwards at their brand and reputation, before challenging the effectiveness of their marketing department. After all, the industry wouldn’t be worth so much if it didn’t work!
The Importance of Consistency
All advertising works best with a single, consistent message.
- Every time your message changes, you need to start counting exposures again, whether you’re looking for seven, twenty, or more.
- Changing your message too often can confuse your audience.
- Mascots and logos are long term marketing investments. Plan on using them for a decade or more!
At Onstage Publications, we pride ourselves in providing the best in the industry program books to performing arts venues, outstanding digital signage in lobbies and performance halls, and our direct mailer for performing arts fans.
We can promote your business locally, statewide, or nationally all over the US, to an educated and wealthy audience.
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