Don't Forget the Bottom Line

As a marketing and advertising professional, it's easy to get wrapped up in all of the fascinating ways that ideas can be expressed. First I think of a great idea, then I find a creative way to tell others and I sit back and watch the target audience become enthralled with my brilliant work.

With all of this going on, it's easy to get lost in the fun of advertising and forget its purpose–the bottom line. Our clients love when we come up with engaging ideas but do great ideas always make them money?

Not necessarily. It's important for us to take a step back from our work and ask ourselves, is the target audience going to visit this store because of this work? Will they pick up the phone and call our client about this product or service? Will they make a purchase? Will this generate revenue and profits for the client or will this just be an advertising piece that generates discussion, not money?

Great advertising isn't about how funny, interesting or confabulatory (oh yeah, I just used that word) something can be, it's about how many viewers turn around and purchase a product or service from the brand.

Word of mouth marketing does wonders for brands–don't get me wrong. However, if it doesn't translate into leads and sales for the client, it's accomplished nothing. However, marketing efforts don't have to successfully bring customers in right away–after all, the point of social media is to engage customers and show a brand as approachable. Consumers aren't going to run out and immediately start throwing their money at a brand just because they read a great blog or interacted with a business on Facebook. However, if these interactions don't eventually translate into a sale at some point down the road, the marketing efforts haven't been successful.

What do you think? Do you know of an example of great advertising that you think did nothing to increase revenue for the brand? Share your thoughts by commenting below. We'd love to hear what you think.

Have any questions about how to determine your advertising and marketing's return on investment? Contact us today.

The Impersonal Peril of the Scheduled Tweet

The dawn of programs such as Hootsuite and TweetDeck have been a blessing to social media managers. Supervising and controlling several company accounts can prove challenging when you have a presence on multiple social media outlet. But the thing is – the certain features of these operating systems that we love so much can be brand killers. Come along and let’s talk.

Automated Direct Messages

Yes, we can agree that personally thanking someone for following you on Twitter is a polite gesture. But guess what, consumers know it isn’t genuine when they receive a general statement in the DM Inbox within seconds of the follow. As a ‘victim’ of this annoying occurrence, my first impression is that none of their tweets will be personal or direct, just a broad self-promoting callout. Meh, I will most likely pass. Businesses big and small need to rethink this action. People on social media, Twitter especially, are looking for conversation – and you’re not delivering.

Not Monitoring your Scheduled Tweets

Listen. No one cares about what promotion you have going on when significant national and local event is occurring and it’s all everyone is talking about. This is more challenging for national companies, and I usually let those slide because they can’t necessarily relate to substantial local events. But when a tornado is ripping through Lambert International – please don’t try to convince us to ‘come sit on your patio this evening for half priced martinis. Keep an eye out for situations like this and prevent appearing like an oblivious Twitter robot.

Not Responding to @ Tweets

The reason why I am such an advocate of Twitter is due to the power of obtaining instant gratification by means of a reply, especially when it comes to communicating with a business. I’ve had fantastic experiences with companies such as @redbox and @SouthwestAir with near immediate or quick responses to inquiries about policy, status, etc. While I salute companies who exhibit this behavior, I still get tripped up on the ones that take days to do so OR not even at all. Now I have to let you know that the ones I’m referring to are smaller, local companies. I would ask a question, eliciting a response and…nothing. It’s one thing to get to the game, but if you only want to sit on the bench, don’t bother.

The apparent attraction for a business to belly up to the social media bar is the opportunity to converse with their audience, the consumer of their product or service, or in some cases, sway potential consumers. As a company marketing on social media, it is your job to listen first, and then reply. If you’re not replying, you’re already losing.

This Is an Event...

PR pros will tell you to establish your key messages and stick to them as part of media interviews. This is particularly important for unannounced interview requests. Our local FOX affiliate, KTVI, recently aired an interview conducted by their well-known investigative reporter, Elliott Davis, that demonstrated this point. The subject of the interview was St. Louis County Executive Charlie Dooley, and I have to admit that this man REALLY knows how to stick to a message.

Those who have watched KTVI's You Paid For It segments know that Elliott Davis specializes in unannounced interviews, being prepared to question several angles of an issue and an infinite willingness to be direct. Mr. Dooley, however, managed to control the interview by not allowing Elliott Davis to further probe the topic. In other words, Mr. Dooley stuck to his key messages.

Some may say the county executive was uncooperative. I would say he knew what was coming in terms of the tone of the interview -- the You Paid For It segment is well known -- and was nothing more than prepared to ensure his message was heard. I found myself chuckling after watching Elliott Davis literally drop his head and slump his shoulders after Mr. Dooley repeated his key messages for the third or fourth time.

You may or may not like the style of Elliott Davis, but it is rare that he comes out of an interview without much of a confrontation. This interview is an exception. As Mr. Dooley would say, "This is an event..." Enjoy the footage.

http://www.fox2now.com/videobeta/?watchId=e0c4f92c-cc3c-433f-ba65-5b9245dc42a8?video=YHI&t=a