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The other day I was reviewing a media plan for a client. It was the standard media fare: target identification, channel analysis, reach and frequency. What struck me was a slide stating the 70% of the target would be reached 8+ times. Hm. Eight-plus times infers someone should remember. After all effective frequency has been historically set at 3+ times — or is it? If I want get up to speed about Lady Gaga, Lebron James, or current unemployment conditions, the web delivers. If I want to plan a vacation, buy a HD camcorder, or optimize my stock portfolio, the web becomes a dizzying array of facts, opinions, and data that is rarely helpful — and often misleading. The only safe bet with Toyota this year is that it seems like they will have another recall. Their persistent recalls and public quality inquiries have shattered their once unquestionable quality reputation. In an attempt to fix their tarnished reputation, Toyota is running a television campaign touting quality awards, SMART teams, and $1 million spent on safety per hour. But can Toyota’s current television blitz is wipe the massive recalls from America’s memory? 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. A primary benefit of iAds is the lowers barrier of participation. Since it is built into the new Apple operating system, the ads are a part of the mobile experience, therefore when someone engages with an ad, they do not lose their place. iAds become a brand interlude within their mobile experience. It all sounds good, except the iAd still hasn’t fixed one problem for many marketers: them. Buy Back Guarantees are an interesting debate is: Is a guarantee a sign of brand confidence or brand insecurity? In life we pass through life stages, like moving out of the parents house or having a child, and find ourselves in a naive situation — not knowing which brands to choose. We build brand affinity based on queues in our life. Sometimes we have the time to build brand knowledge. Time to research. Time to talk to people. Time to choose the right brand based on who we are. In other situations time is not a luxury — it is like we were dropped into a foreign country and we have to adapt. Make choices quickly. Rely on subconscious brand queues and behavioral underpinnings to make the choice. As marketers we advertise to induce change. A change in brand choice. Getting people to rethink their brand selection is about motivating them away from what they do today. Getting them to take a different path — a new path. The question is are we talking to the Elephant or the Rider? |
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