Negative consumer attitudes toward advertising...

 ... "remain the single biggest barrier to improving return on investment for marketing spending. Until we get better at engaging consumers, they're going to continue to push back and resist what advertisers are trying to deliver to them.

Pepsi Proves You Can Give Away Money

An anonymous blog however worth repeating here

I know I'm like totally old school and out of it and a big old dinosaur, but I thought marketing was supposed to be about selling stuff. Silly me.

So wasn't I all red-in-the-face and feeling like a dork when I read an interview in BrandWeek with Pepsi's marketing director. The interview was about their much ballyhooed "Refresh Project" -- which, in my churlish opinion is a big cynical gimmick to get some marketing leverage by giving away 20 million dollars to people with nice ideas.

Now, before you go calling me an ogre, I am all in favour of giving money to help people and communities. I even do a fair bit of it myself.

The difference between Pepsi and me, however, is that I don't go around beating my chest about it. I do it because I think it's the right thing to do.

...Call me cynical, but to me altruism loses its lustre when it seeks bouquets.

Pepsi is brazenly using their "Refresh" project for the purpose of buying their way into social media stardom and "creating buzz on social networks." Double yuk...

The thing that interested me most about the interview was that it focused on the marketing effectiveness of the campaign without once mentioning the word "sales."

"The success has been overwhelming. We have more than doubled our Facebook fans since we started the campaign. We have more than 24,000 Twitter fans"

Now here's the thing. If you're going to give away 20 million dollars to help people and communities, then god bless you...

On the other hand, if you're doing it to promote sales, then don't pretend you're Mother Teresa.

And if you're just doing it to attract Facebook friends and Twitter followers, then you're seriously demented.


This is probably the most expensive social media effort ever. I'm very curious to know what effect it will have on sales. So far all it's proven to me is that if you want to give away money, you can.

Yeah, the success was "overwhelming." I wonder what universe she is living in? I wonder how many Facebook fans it takes to cover a loss of 350 million dollars?

It was just a few months ago that the Pepsi marketing team was taking self-congratulatory victory laps at digital marketing whack-a-thons. Having once worked on the Pepsi business, I would like to give these people a little advice: Stay as far away as you possibly can from the next bottlers'

 Do visit Shopper's Voice and solve all your marketing communications in one fell swoop.   Contact: Paul Ashby on (0044) 01934 620047, visit http://interactivetelevisionorinteractivetv.blogspot.com or email Paul on paulashby40@yahoo.com

The largest advertiser in the world for the past fifty years

 has watched its market share decline steadily for the past thirty years. (General Motors)

 

* One advertiser with a rock steady level of sales spent $50 million a year for five years to increase sales.  Sales rose the first year but fell back to pre-advertising levels by the third year. (Raisin Advisory Board)

 

* One advertiser faced with steadily declining sales spent $50 million a year for 15 years and continues to spend while sales continue to decline in a straight line. (Milk Advisory Board)

 

* One corporation that never advertises, doesn't permit advertising in its retail space, has grown in 6 six years from nothing to the largest seller in its field and has three times the stock market value of General Motors. (Google)

On the subject of the success of Google it is important to note the difference between advertising and listing.

* Advertising describes a message placed in front of many people most of whom have no interest in the message.

* A listing is a message placed in front of people who are looking for information related to that message. Google is pure listing, and it works.

 

But Shopper's Voice consistently lifts sales and all key elements of the marketing program.   Contact Paul Ashby @ paulashby40@yahoo.com. Visit htt://interactivetelevisionorinteractivetv.blogspot.com or call (0044) 01934 620047

The internet has changed the way the world does business.

 Let’s face it. The Yellow Pages are nearly dead. Newspaper readership is at the lowest level ever. Radio is being edged out by MP3’s and satellite radio services. Television is fragmented, making it nearly impossible to reach your target market effectively and affordable. More people spend time using the internet, especially social media vehicles than all of the other media vehicles…combined!

 More than 30 Million businesses in the US alone that are using social media to market and grow their business. In 2011, more than $2.5 BILLION will be spent in social media advertising alone.

If you’re like most small and mid-sized businesses, you are at a disadvantage because:

1. You don’t understand how social media marketing works.

2. You don’t know how to make social media work for your business.

3. You don’t have the time or the staff to manage your social media marketing

The Effective Accountable Communication Company has the experience and the diverse range of service offerings to successfully serve local companies of all sizes via social media marketing, online content development and public relations. This combination of valuable services is helping companies to generate more attention and new business through social media. As social media managers, we help people promote themselves and their business through social media vehicles like LinkedIn, Facebook and Twitter. The results are immediate and always measurable.  most small and mid-sized businesses cannot afford to add a new employee to manage social media marketing.  Outsource your social media marketing to Effective Accountable Communication Company for a fraction of the cost of a traditional employee. We’ll create and manage your social media marketing, which will increase your web site traffic, generating recognition and potential new business. Social Media Management packages are available from £100 to £2,500 per month. http://shoppers-voice.co.uk or call Paul Ashby on (0044)01934620047.  
Visit http://interactivetelevisionorinteractivetv.blogspot.com

And as consumers become desensitized

And as consumers become desensitized to the mobile platform over time, mobile ad effectiveness may go the way of online ad effectiveness. Online ads as a whole only boost brand awareness, purchase intent or message association in the low single-digits, according to Dynamic Logic survey results from more than 3 million respondents about 2,400 online ad over three years.

However Shopper's Voice, On-line;In Print and On TV consistently outperforms all other forms of advertising in total effectiveness.
Contact: paulashby40@yahpp.com or http://shoppers-voice.co.uk

A guide in how to achieve advertising brilliance in these days of total confusion!

So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:

One: Believe in and develop total customer involvement and responsiveness.

Two: Pursuing and implementing two-way communication utilising existing
Media.

Three: Create a high degree of flexibility by empowering your customers.

Four: Face up to the fact that what went before is over!

Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising.

Six: The only thing you must believe in is constant improvement through the implementation of “conversations” with your customers.

Seven: There is no such thing as “above the line” and “below the line” those old fashioned stereotypes are gone…forever!

Seeking further information on how to open up conservations with your customer?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com





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