The Art of OneThe Art of One

How much money do you need to launch a product? 

One million dollars will buy you a blip in the consumer conscious —on a good day.  Ten million is better —you can comfortably project awareness numbers, but it is  hardly break through.  With one hundred million you feel confident to gaurantee awareness,consideration,sales,and share.  The science of advertising, the models,inform us that the higher the budget,the higher the likelihood for success. 

As marketers,we have become lazy.  We try to buy our way into the consumer’s mind.  We don’t earn it.  We barrage consumers with frequent,unwanted communication in hopes media tonnage will compensate for lack of relevance.

This behavior is rooted in the science of advertising.  Media models,cost benefit analysis,and ROI calculations treat marketing experiences like their commodities.  We focus on the science in lieu of the art.

 Art does not require frequency.  True art requires only reaching the consumer one time.   “One” seems daunting—seems unattainable.  And for most marketers,it is because you cannot buy one.  It is not for sale—you need to build it.  One takes insight,creativity and persistence.  And a willingness to take risks.

As marketers,we need to strive for one.