September 10, 2014

Here's To The Bobbleheads

Here's to the bobbleheads.

Here's to the ones who sit at every meeting and nod in agreement.

Here's to the ones who never have a dangerous idea or an interesting opinion.

Here's to the ones who always agree with the highest ranking person in the room.

Here's to the ones who go to conferences and tweet out the banalities.

Here's to the guys and gals who start every sentence with, "The client said..."

Here's to the ones who think their job is to make someone happy.

Here's to the ones who have no questions.

Here's to the ones who agree with the last person they spoke to.

Here's to the ones who produce the biggest decks and the fuzziest briefs.

Here's to the ones who can't finish a sentence without "disrupt" or "engage."

Here's to the ones who know all of the platitudes and none of the facts.

Here's to the true believers -- the new kings and queens of the ad industry.

Here's to the bobbleheads!

Also, please check out my Type A partner's blog here.

September 08, 2014

Social Media's Unintended Effect

The summer is unofficially over, but before it gets too far away, let's do some warm-weather, laying-out-under-a-tree, stream of semi-consciousness...

Social Media's Unintended Effect
Those with open minds and clear heads should by now have learned something very important about marketing from social media. We should have learned how weak consumers' attachments are to most brands.

The idea that people would go on line in large numbers and have "conversations" about toothpaste and toasters and cereal and soap and cheese and shampoo and tomato sauce and tuna and tea and tires and... has proven to be a fantasy. Those who still promulgate this baloney are guilty of more than just naivete.

People with a vested interest in social media will continue to misrepresent its power and effectiveness. It's time for the rest of the ad industry to come clean.

Great New Blog... my partner in the Type A Group, Sharon Krinsky, called The Angry Boomer.

Sharon is funny and bawdy and you don't have to be a baby boomer to enjoy her blog. You just have to be angry.

Her first post is called At Least We Know Where Our Vaginas Are. Yeah, it's that kind of blog.

People Don't Like Online Shopping 
One of the facts that always surprises me is that only 6% of retail activity is done on line. Contrary to all the predictions of "experts," according to the U.S. Department of Commerce, 94% of retail activity still happens in brick-and-mortar stores.

As regular readers know, I have no use for self-reported surveys masquerading as research. Every now and then, however, self-reported behavior almost agrees with actual behavior. Such was the case recently in a study reported in Forbes. The finding was this:
“Ninety percent of shoppers surveyed would prefer to buy in a brick-and-mortar store across demographic and age groups” 
Like we say here at The Ad Contrarian Worldwide Headquarters (way too often), marketers always underestimate the power of traditional consumer behavior.

September 04, 2014

The Shiny Old Object

What if there was a medium that was almost three times as popular as the web?

What if this medium had none of the harrowing advertising fraud problems that the web has?

What if, unlike the web, you could specify exactly where and when your ads ran on this medium?

What if all the ads on this medium were actually noticeable?

What if this medium has suffered less from the growth of mobile than traditional web usage ?

What if advertising on this medium had been shown to be substantially more effective at creating sales than the web?

You'd think this medium would be killing it, right?

Well, it's not. The medium is radio. And this year, despite the facts, reality-impaired advertisers will spend more money on the web than on radio.

Here's a very unambiguous chart that shows how radio dominates time spent with all media except live tv among US adults.*

Radio is, by far, the second most popular medium in the US. And yet, like television, it has reacted timidly to the misinformation and fraud related to online advertising. It has allowed the online ad industry to pick its pocket.

Next week, I am "keynote" speaking to the radio industry at the annual conference of the Radio Advertising Bureau.

We're gonna have some fun.

*Source: Nielsen Cross-Platform Report, Q4, 2013.