@janthonylong@that1dood I don't dismiss entirely. But taking the Guinness Surfer ad example. It happened when you sort of had to sit through it during commercial break.
Now if I'm hooked to a computer session doing my work for testing service, my mind is in a different space; it might backfire
@tomfgoodwin Being very honest, with distribution in place, you can dominate a market with average product, with average competitors and the consumer will be pretty much have to buy it.
Glad this product is a great surprise. Offline retail is still the king
@tomfgoodwin Likely a combination of:
• Company isn't doing well
• Bosses don't know/can't verbalize the issues
• Don't trust staff's opinions
• Hire a well known consulting company (logical)
• Follow their steps; after all they are the experts
@janthonylong Shift the understanding that personalized targeting, A/B Testing, and all the performance marketing playbook from the last 10 years also doesn't work.
And it is possible to build big awareness even today, we've all seen https://t.co/gD79dDGUYe, Squarespace, and Better Health ads
Pretty sure there is a positive correlation between how good a company is at Marketing and how simple there plans are.
Apple = Do the simple things that matter well.
17th biggest DTC Sneaker brand = AI based predictive analytics to create personalized context specific ads
@janthonylong "Considering marketing communications' evolution towards an assemblage of actors understanding, predicting, and co-creating communication in the echoverse, we
integrated communication theory and
theories of marketing communications, resulting in a typology"
It doesn't make sense!
@tomfgoodwin This! For this value alone, advertising is already worth it. So your brand has a fighting chance when the time is right.
Buying tires for example
@tomfgoodwin Each passenger gets one carry-on item on the plane. Not a backpack+suitcase, definitely not a purse+backpack+suitcase.
It's on the airlines to be more strict
@leeclowsbeard The exercise of knowing what you want is hard and demanding.
Hence it's easier to just say you want a solution "figure it out, you are the agency!"