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Learn when even the best ads burn out, how to prevent burnout, and why One Number drives all of your advertising decisions. |
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Get your strategy, media, creative, conversion techniques and tracking protocols in sync. Think of those critical skills as well-machined parts. Separately, they won't do much. Put them together properly and your revenues will soar. These three articles suggest several ways to Improve Results. There's no Magic Wand here. But all of these ideas have been proven effective by Other Advertisers who had the same problem you do: Not enough people agree with you. For starters, Clarify your assumptions as to why people buy Your Thing: Burnout Prediction. |
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Even the best ads eventually flatline in cume burnout. That's when the average loyal listener has heard you more often than the average responder. If it takes most Hot Prospects 2 to 5 hits, or 4 to 7 hits to call or click, then piling on media will persuade only dawdlers, drop-ins, or new Steam Heat shoppers to Act Now! A good way to predict cume burnout is to gauge your own Optimum Effective Frequency (OEF) on a benchmark station or destination program.
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The easiest way to prevent burnout is to keep your brand message lively and fresh. Rotate a number of ads equal to your minimum Optimum Effective Frequency. The longer you run just one Control, the harder it will be to beat it. Your Control has surely built brand
awareness among Tepidly Warm Prospects. They may not call or click
because they share a common objection.
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3. CLARIFY YOUR BRAND PROMISE. Your best defense against burnout is a well written Brand Promise. It should drive all creative - from ad copy to in-bound TM scripts to Shopping Cart blurbs. You'll need more than a list of feature-benefit bullet-points, though. Craft one single sentence stating who you want, what they want or need, how they can benefit from your brand's distinct differences, and why they should set aside their most likely objections.
Here's my own Brand Promise: Successful
1-800 and dot-com marketers who want to dramatically increase their
advertising ROI can apply the wisdom I've gained from over 150
Corporate, Direct Response, Internet, and Retail clients to their own
strategic, creative, media, and on-line efforts as soon as they realize that the
value of my Objective Professionalism will equal or exceed that of
their local
What's yours?
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All creative, media planning, and conversion techniques must deliver an acceptable long term MCPS. That's why CICO (Cash In : Cash Out) drives all 1-800 and Dot-Com advertising. But MCPS is a function of three variables: creative impact, media cost, and conversion rate. GM/C=X tracks all three variables simultaneously and is, therefore, much more accurate than CICO.
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Take a lesson from P&G. Commit at
least 5% of your media budget to testing. Always test under Ideal Conditions
- in your best markets, on your If you're trying to beat a Control, run a low cost ROS & Streaming buy long enough to hit your OEF. If you're trying out a totally new campaign, run enough Fixed Position, ROS & Streaming spots in your best day parts to reach a 3 frequency against your broad Target Audience Demo.
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If your New Ideas work, keep running in that test market, station or program until OEF maxes out, then drop back to Purchase Cycle maintenance. Later on you can add new markets or run in network radio at much lower costs per thousand. Track GIMPs, INQs and Sales in the top 150 DMAs. Test TV on one or two CTVOs in the best markets, add national cablenets... One day: "Today."
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Or send me an email: peter@burkhardworks.com.
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More  Zero-Based Budgeting V-Marketing Brand Resistance Survey Problem Detection Research Do You Have Permission to Change Anything? |
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