Here at McKay Advertising + Activation we believe that BRAND MARKETING IS BS (#BrandMktBS)! Okay, we know it’s out there, but hear us out for a minute.
So you have a brand (Awesome! We love brands) and you are marketing your company logo on billboards, on TV, in print, business cards and on T-shirts, and that’s awesome. A brand is the center of your business, it’s who you are and what you stand for! It gives you an edge in a competitive market and helps you stand out!
We believe that the true essence of a brand is built when you are fully immersed in the product/service or experience. E.g. When you attend a concert and are in the crowd and having a life changing experience; That’s the brand, and we want to get the right people there for you! But what is your ROI on marketing your brand?? How are you measuring the return on the amount of money you spend making that t-shirt with your logo or putting your logo on a billboard with a hot chick or a cool background?
Guess what! YOU CAN’T and that’s why it is #BrandMktBS
The advertising landscape has changed and the way that consumers search for products in 2017 is drastically different to how they did in the 90s or even early 2000s. People are constantly searching the web for products that can assist them in their daily tasks and companies that can fulfill their immediate needs. Consumers have so many options that they aren’t going to waste time looking for billboards, searching the yellow pages or recalling which company their friend mentioned that delivers on a service. NO! They pop on their smartphone, go to their web browser and type in words or use voice commands to express their need.
Today, PEOPLE ARE NOT LOYAL TO BRANDS, THEY ARE LOYAL TO THEIR NEEDS!
Having a brand and developing it is awesome! But spending money marketing a brand is complete madness today because:
- The landscape is changing! Consumers want things now, so either be there or lose out.
- You can’t get an ROI or even daily reports on how your ‘marketing’ is doing.
- You can’t optimize for the highest success. When last have you seen someone reprint their magazine Ad every 5 hours because the data says that a word they used wasn’t getting traction? NEVER!
BE DISRUPTIVE.BE INNOVATEIVE. BE AN ROIer
JOIN THE CONVERSATION USING: #BrandMktBS