What Would David Ogilvy Do?
Even Barb Pellow — group director at InfoTrends who offered a keynote session moments before Baskin where she offered up the Old Spice campaign as an important example of social media working — disagreed.
"OK, so sales were made now, but what will happen two or three months from now? What's the residual effect?," Baskin asked. "How will Old Spice build on the actions of these consumers to sell more down the road? I don't know."
"I have to respectfully disagree, Johathan," Pellow said. "Sales were made as a result of the campaign, and as you have said yourself, advertising's purpose is to to sell something."
Baskin's next victim was Ford, and its Fiesta Movement, which involved providing 100 social media-savvy individuals with a Ford Fiesta eight months prior to it being manufactured and released in the U.S. They were encouraged to share their experience with the car over six months on blogs, Twitter, Facebook, Flickr and YouTube.
"This was nonsense," Baskin said. "Ford hasn't sold a single Fiesta from this campaign. All we get are some riduclous amateur videos. Boring."
In both examples, Baskin's main point was that brand marketers should be thinking like direct marketers. With every campaign they create, and no matter how creative they get, they should always have the end goal of sales top of mind.
"In these days of clutter and distractions, the deliverable can't only be awareness or chuckles, no matter how immense the numbers," Baskin said. "Just making noise is an idea that was old 50 years ago."
They also should be upfront about what they're doing; not ashamed that they're actually trying to sell somebody something, he said.
"There's a reason most young people today don't trust corporations," Baskin said. "It's because we continually lie to them. Tell people that you're trying to sell them something. Be open about it."
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