Marketing is about making your audience do (buy) something they weren’t already going to do.
I know, it’s unpleasant. You don’t like the idea of sales, but here’s the thing: without sales, there’s no revenue to pay for your fancy marketing, so if your marketing isn’t persuading someone to buy something, or give you a level of brand recognition that beats your rivals, you’re not doing your job.
Sorry, you’re just not. And I hate that as much as you do. We’d all like to live in a world where marketing campaigns are allowed to be funny and cute and clever and that the sales take care of themselves, but it doesn’t happen. Not often, anyway.
Remember Old Spice’s Emmy-winning “The man your man could smell like” campaign that premiered at the 2010 Superbowl?
The Wieden + Kennedy ad agency that created it embarked on an aggressive social media campaign that saw Old Spice’s sales increase by 95 percent between March and June 2010. A success by any measure. But if you examine that growth over the previous year (June 2009 – June 2010) Old Spice’s campaign only increased sales by 8 percent – much more modest, but still successful.
But was it the ad campaign or the accompanying price reduction that caused the short-term spike in sales? Maybe both? Will the answer really matter if, when those bottles of Old Spice run out, those customers choose to continue to smell like a man, man?