Ford's Super Bowl Commercials
For more than 30 years Ford has been the number one
selling truck in the United states; with Chevrolet, Dodge,
GMC and Toyota all spending huge amounts of cash advertising
their competing units. To some it may seem a very risky move
for Ford to cancel their Super Bowl ad campaign, but then
again Ford took no bailout money. "Customers are spending as
much time with the mobile smart phone or online as they are
watching TV now, so our advertising dollars have to flow to
where the people are," Ford's marketing chief Jim Farley
told Reuters in an interview in November 2010. What does
Ford know that no one else does?
This discussion started about small business advertising
and whether or not there is any relation between companies
with national Super Bowl ads and advertising for small
business? The answer is still no, not if the advertisement
is expected to produce more or at least break even with its
cost. It is time to recognize your advertising costs to be a
business imperative. Just like electricity and office space
your ad spend is a cost of doing business.
A large city in the mid-west has 33 pages of "Plumbers"
listed in the Yellow Pages with 13 of those pages being full
page ads. The cost for a full page ad is $5,000 per month
with an annual contract. ($60,000 per year). The remaining
20 pages are "single file" listings of other plumbers. No
way to tell if these competing plumbing companies are family
owned shops or a guy with a pick-up truck and some hand
tools. How are you going to justify a $60,000 ad spend in a
media almost no one uses?
Where should your advertising dollars go?
There is very little argument that falling ad revenue is leading
to the apparent demise of newspapers. Circulation drops because
many people are not getting their news from newspapers. There is
also not much argument about an obvious lack of Yellow Page
usage. Many traditional advertising agencies have enjoyed a real
time, "disconnect" with the consumers of their clients. They are
creative and media buyers in the "good old boy network". Many
small businesses do not even have an advertising budget let
alone an ad agency. The mantra from traditional advertising
agencies is "test, test, and test" to track and see what works.
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Those small businesses without an ad budget are prime candidates
for failure or at the very least doomed to suffer from little or
no growth. The lesson here is how do I get my marketing and
advertising message to "where the people are?"
Where are the people? In 2006 Google reported 2.7 billion
searches a month, in 2009 that number grew to 66 billion a month
and today it's 3 billion a DAY! 90% of all people with internet
access now search for products and services on-line and 80% of
them never go past the first page. Here is the one constant:
when your potential new customers use the Internet to find the
product or service he wants; if your company is not standing in
front of him / her, that customer goes to your competitors.