Media Wizardry—Ads Where You Don’t Expect Them
Think of it!
AdAge.com reported that ”The world’s top 100 marketers spent $97.8 billion in global media in 2006.”
That’s more money than the GDP of Egypt!
The asterisk in the story is a stopper, too: “Figures exclude Ad Age’s estimates of U.S. unmeasured marketing.”
After 45 years in direct marketing—where return on investment (ROI) is measured down to a gnat’s eyebrow—the term “unmeasured marketing” makes me gag.
General agencies are in the business of unmeasured marketing. They splatter gobs of paint on the wall and hope some of it sticks.
Measured marketing—direct marketing—is like a game of paintball where you fire the paintball gun at the precise individuals that you want to hit.
Recently I have been hit twice when I wasn’t expecting it.
The Clutter Problem
Last April, AdAge.com’s Matthew Creamer said that the average consumer gets 254 to 5,000 commercial messages a day, and lamented that the clutter of ads is only getting worse.
“Attempts to beat the clutter only end up yielding more of it,” Creamer whined, “a bitter irony bound to have dire consequences for a business already struggling with questions of relevance and effectiveness.”
One way to get measurable results is to surprise the prospect—go where you know he will be and is guaranteed to see your ad and your offer.
Two obvious places to reach a man: when he’s in the men’s room and when he first sees the front page of his morning newspaper.
A Guy Thing
I am not sure why God made prostates, but the older a man gets, the more trouble it causes, because it enlarges. If you have ever noticed a Flomax TV spot, you know that a man with an enlarged prostate makes many trips to the bathroom.
TV is emphatically not a good place to advertise Flomax. Half the viewers are women. And the men who are of an age to need Flomax are in the bathroom during the commercial breaks.