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Guess What Changed Advertising Forever…
Brought To You By Brian Gibson.
You want to portray your inside reality to the outside world but don't know where to begin.Let's go into the past so we can better understand and possibly solve, the advertising problems of the present.
When we look at how companies advertised their goods and services in the late 1800's and early 1900's, most were competing on a local or regional basis and competition was fierce.Basically all they had to do was compare their product or service to their competitor's to illustrate why they were better.That was all that was needed to get prospective buyers to make that purchase.
Prospective buyers were given the education they needed from the advertisers to make that all-important buying decision.Marketing was easy.The ads performed a sales function, which is the whole point of advertising; on a base level anyway.The advertisers were forced to use their brains to market the goods and services and in turn provided the customer with the tools he needed to make purchase based on the information provided.Back in those days, ads were thought of as an "army of tiny sales people all armed with the perfect sales presentation." The result was that the outside perception was generally a pretty good reflection of a company's inside reality.
After World War II, everything changed. There was unprecedented prosperity, free time, and discretionary income. The average American citizen was doing well and was ready to CONSUME.
Then in 1945 came the television.It changed everything. At the time, there were less than seven thousand TV sets receiving signals from just nine stations in five markets. It exploded from there. By 1951, less than six years later, there were twelve million sets. One year after that, in 1952, there were twenty million sets, and so on and so on…
Here's how television changed ALL advertising...even if your company doesn't use television advertising, what you're about to discover has directly impacted you... and not in a positive way.In the 50's, the average American had a TV set that received 3 channels.The entire family would sit around the set almost every night after supper.Television was very influential. Some of the biggest companies in the U.S. realized that they could produce low-cost advertising AND reach almost everyone in the country.
Before the introduction of TV, the national distribution of an advertising message was extremely limited to print ads placed in a few magazines or perhaps the Sears catalog. All of the sudden these advertisers discovered they could purchase a TV commercial that could reach just about every person in the America while they were sitting around watching the box at a cost of only about four thousand dollars a minute. Believe it or not, that was considered a bargain, even in the 50's.Of course when more and more companies began to catch on to this, the prices for commercials skyrocketed!As a result, local and regional competitors quickly lost their ability to buy airtime, and only the largest national companies could afford those huge ad rates because they were so big and already had national distribution for their products...and because of the almost immediate success of those advertisements, they were more than happy to pay and pay and pay.
What happened next is that ad prices rose and the length of the TV commercial shrank. The networks began selling 30 second blocks of advertising rather than the one or two minute commercials.This is when the TV advertising slogans began to appear.The advertisers had less time to sell, which meant less time to educate the consumers on why they should buy from them versus the competition, and less time to "build their case", This made it more and more difficult for a company or product's outside perception to accurately reflect it's inside reality.
So what is marketing supposed to do? First and foremost, it has to get the prospect's attention. You can still catch a prospective customer's attention with only 30 seconds; the interruption.After that, marketing's next job is to assist the prospect's decision-making process.You have to make them believe that they would have to be a fool to do business with anyone else but YOUR company; no matter the price. The companies then realized that to do that in just a 30-second TV ad was a lot more difficult to do.
Fortunately for them, they were soon aware that it wasn't really necessary to do it because the number of real competitors that could actually afford to be on the tube advertising alongside them - was remarkably, very few.
Because there were a limited amount of competitors, these companies could just spend money and win basically by default. It wasn't necessary to have better products, better services, better advertising or a better inside reality. They discovered they could win by being the only one who got their ads in the face of the consumer on the most consistent basis.
It's like being in a political race with no one running against you.If there is no other candidate; you win!If there happened to be two or three major competitors - say like Pepsi and Coke - that was fine because there was plenty of business to divide two or three ways. Basically it amounted to this; the lack of a substantial number of choices eliminated this necessity for the advertisers to worry about a company's inside reality or even their outside perception.
All of this resulted in simply getting the consumer's attention.Who could be the most creative and come up with that all-important, catchy slogan?The idea was to get into the consumer's brain with something creative that would stimulate them and cause them to recall the product later on when they needed it. For example; remember these?"Aren't you glad you use Dial?" "Ring around the collar", "Melts in your mouth not in your hands.": "Don't squeeze the Charmin". That commercial hasn't run in over twenty years!
Soon the creative slogan type of advertising began to surface in all media; radio, newspaper, magazines, billboards, and even the yellow pages. Once the creative message was out there, these big companies shelled out the big bucks and basically gave people no option but to remember their message. After hearing the slogan, "Plop plop, fizz, fizz" 9,732 times, how can you forget it.It is engraved into your brain!We call this the "C&R" Formula - C for creativity and R for repetition. All it takes is making something unusual or strange, spend mucho amounts of cash, and haul your profits to the bank.
Does this still work in today's marketplace? Not as well as you'd probably think. It does still depend, to a certain extent, on how much money you have to spend. But to see it's true effectiveness, take a look at some slogans of companies now, and you tell me if you can a) what company the slogans are for, b) what they do, and c) what you think their inside reality is. I'm betting you won't get more than zero or one.
The Power To Know
Log in and meet
At your side
A passion for the middle market
Instruments for professionals
Now you're really flying
Everywhere you go
These are all slogans that were pulled out of a relatively current major business magazine for major companies with major products or services. There has been a lot of money spent to support these campaigns and these slogans and in order to raise "awareness." But chances are none of them had any impact on you at all. Can you really tell what the inside reality of these companies is?
It's not that you shouldn't have a slogan, it is just that you shouldn't be relying on it alone.Even if you do spend enough money to garner widespread awareness, there's still no guarantee that people will know anything about your inside reality is and in turn, feel compelled to buy something from you. There's a big gap between what the ad agencies like to call "awareness" and what we like to call "selling something."
Got enough customers? Probably not. Put Brian Gibson And His Hand- Picked 'Mastermind Team' To Work On Your Business And Marketing Challenges And Questions, Join These Special Marketing Tele-Coaching Calls. For Professionals Only. Sample the first one FR*EE.
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