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  • Rebecca Hunt
    Rebecca Hunt posted a topic in the forum The Round Table: Brainstorming & Problem-solving:
    • May 31
    • Rebecca Hunt
      Diane Scarpelli Wow - the resources and points of argument are so many. Bob Hoffman on his blog "ad contrarian' succinctly addresses most of them. - citing specific studies and outcomes of people like Kraft which pulled their radio-tv for social media relationship-building with pretty devastating market-share results. This person you're talking to may be using Facebook as an excuse for not using radio or other media because he doesn't have the budget - see if he buys anything else, like outdoor, direct mail, et al. This person also may just be a heavy Facebook user him-herself - a shrinking percentage of the buying public. - but he/she is relying on personal experience.

      Do not tell this person he/she is wrong. Tell him/her they are indeed talking to people who already know about them but you can provide traffic of new customers thru reach and repetition. - this is a market segment that can grow their business that he/she is not talking to.

      #1 argument is "Facebook is free" - Facebook is only free if you put absolutely no value on your time whatsoever or on the time spent by an employee(s) on the Facebook endeavor. Effective social media takes time, requires creativity, (good) photos and more time. #2 argument concerns who you are talking to on Facebook. You're actually talking to people who already know enough about you to have 'liked' your page - not potential new customers. And not a lot of people like or pay attention to commercial posts on Facebook because (a) they are invariably selling something in a (b) social setting. There has been a buzz in the ad world about creating relationships between customers and products/businesses... only to now find out from polls and studies that buyers have no interest in having a relationship with Tide detergent, Kraft Macaroni & Cheese or the business that just sold them a couch - they just. don't. care. #3 friends and likes do not = sales. They might, sometimes, for one thing here or there. But if your Facebook-loving client is honest with you, he/she would admit that there are people who post or reply on their page all the time that never actually buy anything. In a flurry to pick up likes on his/her page, actual friends, neighbors and others who know the owner but never shop there will like the page. Some of these people are outside the market. And there are shops that actually sell likes on social media. #4 on radio, thousands (tens of tens of thousands) of listeners hear a commercial. repeatedly - it's a mass medium. And messages work when they are heard repeatedly. On Facebook, the message is seen (maybe - how do you know) once and this business owner you're talking to probably has at most several hundred friends on Facebook. Radio is omnipresent (on at offices, businesses, in homes, in cars) and invasive - studies show (see RAB) that people can recall radio messages even when they don't think they were listening.
      • May 31
  • Diane Scarpelli
    Diane Scarpelli 2 stories: #1 have an auto repair shop who signed up for an annual branding type of schedule, experienced significant increase in business and awareness of his business name (brand) . He has reached a point in his business where he would like to sell and retire but no takers at this point. He has continued the annual for now 6 years, added one other station in our group 3 years ago, does not buy much in the way of additional time/packages but does not consider canceling - his thinking is somewhere along the line of the Wrigley gum story already posted. He recommends us to other business owners he knows. He also tells these businesses it's foolhardy to pull advertising, that's it's part of doing business.
    #2 a garbage pick-up company signed on and inspired, at times helped in the writing of some extremely quirky funny production for which we developed the platform. He voiced the ads, sometimes with his wife and son included as well. At the time 2 years ago there were 2 regional garbage companies here plus 3-4 local competitors. The response was immediate, made him something of a local celebrity and the timing of the campaign was somewhat serendipitous as the market was apparently nearing over-garbage-collected and teh economy was down. One of the regionals lost enough business they pulled out of the market, a local retired and both sold their routes to our client. He decided to add a contest re: the 500th customer would receive $10,000 (this was an insured a la car dealers do with win a car at a hole-in-one in golf tournaments). Between his notoriety, contest and market pressure on other providers his business is big and dominant to the point that he's had to invest in additional equipment and containers. He decided he no longer needed the advertising . It's been 8 months. We're still talking to him. Listener actually tell us they miss the ads. We are hopeful as he catches up on the increased demands of his business that he will return to advertising.

    I include both stories because the argument that there are only 2 kinds of businesses - those in ascendance and those in decline - is apropo. The kind of advertising a business does to grow is bigger, aggressive, even intense. The kind of advertising a business does in maintenance/decline is consistent, persuasive, targeted with sporadic promotional periods for new locations, changing products, added services. So the kind of expenditure and scope in the growth phase is likely larger. The expenditure and scope in the maintenance/decline phase can be less but provide opportunity for the client to jump in with something new they have or that you present.
    • October 6, 2018