Are You Really Ready to Advertise? June 11, 2008
Posted by Amanda in A Better Mouse Trap, Business Tails.Tags: Ad Age, Ad Mouse, Advertising, Advice, Brand Autopsy
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John Moore over at Brand Autopsy highlighted an article from Advertising Age, where they recommended Jet Blue focus on its current customers and improving their experience rather than releasing a new campaign to promote the company. This concept of improving the customer experience before spending the advertising money highlights a change in the advertising industry. It’s the change from the hard sell to viral marketing techniques that are so prevalent now (as I mentioned over at Ad Mouse)
It also changes the job market. No longer are advertising and marketing companies just there to create a great campaign, they are expected to be Brand Managers. Their job is to manage the entire experience that a customer has with a product.
I feel this has changed because no matter how great your advertising campaign is, if your product is not up to the customers expectations it is money wasted. A happy customer tells 1 person. An unhappy customer will tell 10. So to end up ahead, you need to have a LOT of happy customers. Raising customer’s expectations when the product hasn’t changed is not a good idea.
So ask yourself, before you spring for that new ad campaign. Are you really ready to advertise?
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Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..
Matt Hanson
Thank you Matt! Be sure to check out Ad Mouse as well
http://ad-mouse.blogspot.com
It’s more on the theme of your own blog 🙂