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The Monday Morning Memo

When Will My Ads Start Working?

August 9, 2004

When Will My Ads Start Working?

The length of the “ramping up period” an ad campaign will require before you begin to see results is determined by the following factors, listed in descending order of their importance:

  1. Product Purchase Cycle
  2. Share of Voice
  3. Impact Quotient of message
  4. Media delivery vehicle

Product Purchase Cycle: How often is the customer in the market for this product? Because we eat more often than we redecorate, ads for restaurants will yield results much faster than ads for carpet or furnishings. Nearly every person reached by advertising will eat at least one meal in a restaurant this week, but only 1 in 452 will be involved in any particular 7 to 10-year product purchase cycle. The longer your product purchase cycle, the longer you'll have to invest in advertising before you feel like it's working. The ramping up period usually takes 20 percent of the product purchase cycle to no more than 40 percent. In other words, the advertiser selling a product a customer purchases once every 5 years will likely be one to two years into his advertising plan before he feels like it's really beginning to pay off.

Share of Voice: What percentage of all the advertising done in your product or service category is yours? To be perfectly accurate, a Share of Voice calculation must include such things as the intrusive visibility offered by an excellent location, previous years of consistent advertising, word-of-mouth recommendation by customers, etc, but generally speaking, your Share of Voice is loosely determined by the size of your ad budget compared to the collective ad budgets of your competitors.

Impact Quotient: How convincing is your message? Keep in mind that your customer won't be hearing your message alone. They'll be comparing your message to the messages of your competitors. How strong is your competition? Urgent messages making “a limited time offer” will definitely elevate the Impact Quotient, but only for those customers who are currently, consciously in the market for the product. But the same “limited time offer” is likely to lower the long-term Impact Quotient for customers who are not yet ready to buy. The only thing the not-yet-ready customer is likely to remember from such ads is never to buy from your company “unless they're having a sale.” Long-term, the most valuable ad is the one that delivers a message powerful enough to be remembered even by people who are not currently in the market for your product. (I'll tell you exactly how to do this next week in a memo called The Great Ad Myth.)

Media delivery vehicle: One commonly held myth is that we remember “more of what we see than what we hear.” In truth, the opposite is true. A picture of your product (an iconic recall cue) delivered through a visual media will be noticed by readers and viewers who are currently, consciously, in the market for the product. Consequently, the response to silent, visual ads is usually immediate. But then it's over. Auditory ads, however, are retained in memory even when customers are unaware they've heard them. This is why you can sing along with nearly 2,000 songs you never intended to learn.

One could easily generalize that products with shorter purchase cycles should use visual media and products with longer purchase cycles should use auditory media, but like most generalizations, this one would be flawed because there are two other factors – Share of Voice and Impact Quotient – that make a lot more difference than your choice of delivery vehicle. Far more important than your choice of media is your choice of message.

As you can see, there is no perfect answer.The option that delivers the best result today will yield the worst result long-term. And the most tedious thing in the short run is the most powerful thing in the long run.

But isn't that how most things work?

Roy H. Williams

PS. Have you made plans to be in Austin for the October 2 Celebration? What a day we have planned! For more information visit wizardacademy.org and click Oct. 2 Celebration under “Course Descriptions.”

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Random Quote:

“The other danger of rich people was their dogs. Poor people in my experience have mean dogs and know it. Rich people have mean dogs and refuse to believe it. There were thousands of dogs in those days, too, inhabiting every property – big dogs, grumpy dogs, stupid dogs, tiny nippy irritating little dogs that you positively ached to turn into a kind of living hacky-sack, dogs that wanted to smell you, dogs that wanted to sit on you, dogs that barked at everything that moved.

And then there was Dewey. Dewey was a black labrador, owned by a family on Terrace Drive called the Haldemans. Dewey was about the size of a black bear and hated me. With any other human being he was just a big slobbery bundle of softness. But Dewey wanted me dead for reasons he declined to make clear and I don’t believe actually knew himself…

It took me ages to creep, breath held, up the Haldemans’ front walk and up the five wide, wooden, creak-ready steps of their front porch and very, very gently set the paper down on the mat, knowing that at the moment of contact I would hear from some place close by but unseen a low, dark, threatening growl that would continue until I had withdrawn with respectful backward bows. Occasionally – just often enough to leave me permanently scarred and unnerved – Dewey would lunge, barking viciously, and I had to fly across the yard whimpering, hands held protectively over my butt, leap on my bike and pedal wildly away, crashing into fire hydrants and lamp posts and generally sustaining far worse injuries than if I had just let Dewey hold me down and gnaw on me a bit.”

- Bill Bryson, The Life and Times of the Thunderbolt Kid

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