Comments on: When Will the Volume Game Turn Down?

By: Rownaldo

Rownaldo — Mon, 29 Dec 2008 10:45:52 +0000

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By: Tk Ogun

Tk Ogun — Mon, 29 Dec 2008 03:39:10 +0000

I agree with Michelle Kostya traditional advertising works over time and is used to reinforce the message of the brand. It’s hard to measure it’s effectiveness, but it does work. I may not buy something from Samsung immediately because of the charging station, but it does have an impression on me.
Tk Ogun
2505 Studios.com

By: Kelley

Kelley — Thu, 25 Dec 2008 18:47:44 +0000

Here’s the thing: If your company is not advertising or sponsoring things like wifi in airports, bus stations, convention centers, etc, then some other company will be. And you want to be top of mind when a consumer discovers a need for something. Example: I am in the market for car insurance. I have always been on my parents policy, but now need to get my own. I immediatly thought of Geico. Why? Probably because I have seen at least 200 of their ads. I have seen TV advertisements, heard them on the radio, seen billboards, they have sponsored sports events and on and on. As a marketer who focuses solely on lead generation (as opposed to marcomm or PR), I understand the need to track ROI of campaigns. However, I also understand the need to have your brand top of mind in consumers’ heads – which may have to be accomplished with such methods as billboards, ads on the sides of NYC busses or on the tray tables of airplane seats. Do you agree?

By: Jeff Scott

Jeff Scott — Thu, 25 Dec 2008 05:02:29 +0000

Sponsoring is not direct marketing. There is no short term ROI. It involves brand recognition and benevolence, both long term investments. In the online world we expect immediate results but in the brick and mortar world I’m sure they are hoping that someday when a consumer has to make a choice between two vendors the buyer will remember the feeling back when they were given something for free and will then pay their dues. Think of it like social media marketing where the gift is an investment in relationships.

By: kathy

kathy — Wed, 24 Dec 2008 23:14:21 +0000

Three years ago, we had the opportunity to buy a traditional billboard on I-91 here in W. Mass. We took it and the response was beyond anything we would have expected. More people came off the highway, to our store, for the first time AND commented on seeing the billboard more than any other piece of media we had used to date. We lost the board after about 6 months – the company sold the location and the new company wasn’t as flexible with it’s pricing.

We’ve been searching for another board off and on since. Company A contacted me 4 weeks ago. They now own the board again and offered a great deal. Our board will go up at the end of the month.

For 2009, there is no question we have shifted dollars from traditional media to more on-line, more SM, more “conversational” mediums for connecting with our customers. At the same time, traditional advertising is still a factor for us and more importantly our customer.

We may find that three years later, the impact of the board will not be nearly as great as it was in ‘05/’06 – we’ll see. I’ll keep you posted.

There’s no question in my mind that social media is critical to our future success and growth, but right now it’s a piece of the puzzle, not the entire answer.

By: Gerard McLean

Gerard McLean — Wed, 24 Dec 2008 17:53:17 +0000

@Matthew Gilbert :-) Glad you’re on board.. it was the Chuck E. Cheese tokens that sold me! I am being facetious, of course, but it does get you wondering if whatever network is broadcasting the 50th Super Bowl, if we would set up a page that took “Obama-esque” donations of $1000 each and raised $10million dollars and had 10,000 brands, would they take our money and string that together, read that off on a 6 minute ad and link to us all on a web page? I’ll bet they would and that would be very, very interesting. Would it be worth it to us?

@Peter Yeah, I can see sponsoring urinals with PlainJoe Coffee. “Hey, if your pee doesn’t have that coffee smell, you should be buying PlainJoe! http://plainjoe.com ” yup, you’re seeing it in your mind too.. and it is at once funny and repulsive.. but, you’re thinking about clicking to the PlainJoe Web site now, ain’t ya? Yes, you are….

By: greg cryns

greg cryns — Wed, 24 Dec 2008 17:49:27 +0000

It’s there because it works. Yes.

By: greg cryns

greg cryns — Wed, 24 Dec 2008 17:46:14 +0000

For all those who are dissing traditional advertising, this reminds me a bit of the kids screaming “Microsoft sucks”.

By: Sarah Montague

Sarah Montague — Wed, 24 Dec 2008 17:23:21 +0000

In this mega fragemented media world I don’t think silver bullets exists. Which means you may need to try different elements that are well orchestrated and integrated. There is room for offline and online but all the pieces should be strategic and smart. Key is contextual relevance and the creative needs to be smart. Where are your customers? When might they be thinking about your product or a related product? Zappos airport security shoe bin worked so elegantly because of this relevance.

By: Seth Goldstein

Seth Goldstein — Wed, 24 Dec 2008 16:49:48 +0000

Chris,

I do agree that for most people traditional forms of advertising don’t work anymore, but for the average consumer, I think that seeing that new cool phone on a billboard does make them think of your product. If they think about your product enough they might just buy it. That being said, could the money be better spent in another way? Yes, totally. Social media is the wave of the future but some companies just don’t get it or don’t want to get it.

-Seth