"Only 18% of TV ad campaigns generate a positive ROI"
- It was good for branding
- It was a branding exercise
- People need to know what our brand stands for
- People will align with our brand
- At least people know about our brand now
- It was an integrated branding strategy
Heard any of these? Run for the hills! They usually come from the mouths of marketing consultants or someone whose campaign returned a zero or negative Return on Investment.
Here's the thing, branding doesn't bring people through the door, it doesn't make the till go ka-ching. If you want to waste money, do a branding campaign.
Did you know that only 18% of TV advertising produces a positive return on investment? How often do you see an ad without an offer, call to action, make you want something or simply just tells you how good they are or socially responsible? Why do these companies keep wasting money? Because they have marketers telling them they "need to build their brand" and "get it out there".
And remember what I have said previously about the Pareto Principle? Holds true here doesn't it?