So if the U.S. World Cup team scores a goal to win a game 1-0 with five seconds left on the clock, how much is that goal worth? The easy answer, of course, is that whether it was scored with five seconds left on the clock or 89 minutes, its value remains the same: it’s still a 1-0 victory.
But we know better.
Just seven years ago, anyone asked to go a full 24 hours without looking at a single screen would struggle but manage. Today, that same request could prove impossible. The trend has resulted in the emergence of Generation C, a state of mind rather than a demographic. The question for marketers is whether Gen C is just another name for Millennials or something much more.
The Ravens may have won the game, but it was the movies that scored the biggest in Zimmerman Advertising’s first-ever Z Super Poll. Disney’s Lone Ranger and Oz, The Great and Powerful, along with Universal’s The Fast the Furious 6 all had the greatest change in purchase intent, while brands such as Samsung, Calvin Klein and GoDaddy.com were sidelined by ineffective advertising.
The proof is in the numbers, and the numbers never lie. Perhaps some of these brands will reassess their efforts when it comes time to make that big Super Bowl buy next year.
The new rules for a bad economy: In a torrential economic flood, you first shore up the retail levees before you start building a concrete dam. In advertising parlance, you have to make sure you’re surviving the vicissitude of a weekly sales cycle before you start focusing on what your high altitude brand message is to consumers.
But is it an all or nothing proposition?
It depends on who you ask.
As a client, how often have you heard your agency tell you that you’re not spending enough in media? As an agency how often have we told our clients that they are not spending enough? Sometimes, that is an unavoidable conversation that needs to happen. All too often, it happens without due diligence to investigate the options and with dire consequences for everyone. Clients get frustrated, agencies lose business and opportunities pass us by. Less frequently, the conversation is the result of adequate research and results in unexpected guidance. Sometimes, the right thing to do is to tell our clients to spend less.
For all of you who are still hooked on inserts, or think every media dollar now belongs in digital, or still think spot radio is the be-all and end-all, or live and die by broadcast TV, you’re all missing the point. The only correct media strategy is a diversified media strategy.
Diversification… that’s the key
Normal brands always want to retreat as times of uncertainty scare them. You cannot cut your way to success. Abnormal leaders see the opportunity to get ahead and grab share. We must provide a reason to value brands as always, but do so with a more compelling reason to act now. It is an approach Zimmerman calls – and has always called - Brandtailing™.