Tuesday, January 26, 2010

Do Your Customers Wonder If You're Going Out Of Business?

How’s your ad campaign?

If you said “what ad campaign?”, maybe you should keep reading.

In a recent advertising and media study by Ad-ology, a Columbus Ohio company that measures customer insights, they asked over 2200 consumers about their perception of companies who advertise, those who don’t as much any more, and those companies who don’t advertise at all.  Whatever your ad budget, the results will surprise you. 

The Ad-ology study showed that when consumers no longer see or hear an auto dealership advertising as much as they used to, 42% believe that the dealership must be struggling. Another 20% believe that the dealership is less willing to deal.

For banks, if customers no longer see or hear ads as much as they used to, 34% believe the bank must be struggling, and 13% believe they may not be in business much longer.

Hmmm. Do you think that advertising only works when it brings you a customer?  Maybe you should think about it KEEPING your customers as well.

Is your ad working? I’ve talked to clients and written in this blog for years: Don’t make your ad about the THINGS you sell ; make it about the benefits. The Ad-ology study asked consumers what makes a good ad.  Wow, imagine that. They asked the consumer. 

  • 68% wanted to be informed of something important or useful.
  • 59% thought a good ad should make them laugh
  • 51% wanted an ad to make them think
  • 39% said, “Don’t insult my intelligence”

I like that last one.  Unfortunately, there are some advertisers and some creatives who continually miss that mark.

In many respects, 2010 is looking like a good year already. Ad-ology makes a great argument for not cutting back on ad budgets.  And if you’re not advertising, now is the perfect time to start.

Look around you, and if you see your competition cutting their ads back, or not advertising at all, then they’re giving you the opportunity to move ahead.

For more information on Ad-ology’s insightful research and how to connect with your customers, visit www.ad-ology.com


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