WHY SO MUCH ADVERTISING IS A WASTE OF MONEY
Let me begin with an absolute contradiction to the heading of this post — I absolutely believe in the need for paid advertising for clients wanting to achieve their marketing objectives.
Arguably, whether on digital or “traditional” media platforms, advertising is more important than ever, with most news-based mediums switching to a “pay for coverage” model. (Despite what many clients and internal stakeholders believe, unless you are curing the common cold, you rarely get “free” publicity these days.)
BUT – and it is a BIG BUT – there are some advertisers who, in my view, are just pouring money down the drain. What amazes me even more is how some big clients seemingly allow themselves to be hoodwinked by their advertising agencies that it is even worth spending vast amounts of money for zero return on their investment.
Now, I need to get specific here because I am not talking about all advertising, but that category aimed at driving brand affection as opposed to brand awareness.
By brand awareness, I mean running ads to keep your brand and your product top of mind for prospective customers who might be considering a purchase. It makes sense for a brand to keep itself high on what marketers call the “consideration set” when consumers need or want to buy something you sell.
The category of advertising I think is the equivalent of throwing wads of hundred-dollar bills into a cyclone is the type clearly designed to make me feel warm and fuzzy about the company whose logo pops up at the end of the commercial.
This has come rushing back to me now that the footy season is back. (Yay!) And this is where the waste I am talking about becomes stark. Let me give you an example: It is Sunday, and I am watching an enthralling game featuring commercial breaks, where a certain telecommunications company is spruiking about supporting disadvantaged kids to play junior sports in my community. The very next day, I have a problem with my phone service and ring their call centre, only to be put on hold for two hours and then, at the end of wasting most of my morning, getting told, sorry, it is the NBN’s fault, and I should call them!
Or the bank, which again runs these highly emotional commercials designed to make me feel emotional because they are funding support for victims of natural disasters. The only problem is that at the family barbeque, I went to on the weekend, at least three of my friends told me that not only does their bank never answer the phone, but they stuffed up their home loan repayments and then charged a fee for their mistake.
I think you will get my point by now. A brand strategy like this reminds me of the guy in the office who always dresses immaculately, casting the perfect impression of professionalism and decorum, but is universally despised for his rude and arrogant manner, especially towards women.
The thing is that brands are like people – I tend not to judge them by what they say or wear but by how they treat me. Sometimes, I wonder if the best approach for a large bank would be to run a commercial scripted along the lines: Hello, we are the Big Bastard Bank. Yes, we do offer you a slightly lower interest rate, but we can guarantee to be an absolute pain in the arse to deal with, our customer service is rubbish and we will take every opportunity to charge you fees if we can get away with it.
Funnily enough, I think I might have mild respect for them as opposed to the ones who tell me how much they love me and about all their good deeds — then treat me with contempt when I need their help.
I am a bit confounded by how the marketing departments and advertising agencies of these big brands think they are doing anything other than wasting their company or client’s money when they go with the weepy “we’re so wonderful” commercials (the ones that ironically often win awards!)
Don’t they get the fact that consumers have worked them out? Consumers, especially Australians, can spot hypocrisy a mile off. So, just forget about the “weepy tear-jerking commercials, will you!” Instead, why not redirect the money you are wasting on this kind of advertising to improve your products or your customer service?
Brands that succeed in winning the loyalty and affection of consumers in 2024 are the ones that show by their behaviour that they are genuinely worth supporting. The technology might have changed, but the truth remains: Actions speak louder than words.
For more insights and ramblings on strategic business communications and marketing from JLCA Director John Le Cras, visit the JLCA Journal page.
