I was appalled when I heard a Fallon spokesperson’s statement about the Loctite commercial the advertising agency had produced to air during the Super Bowl broadcast. The interviewer broached the subject of results for these commercials, noting the controversy of how Super Bowl advertisers determine success. “Victory for Loctite is name recognition,” he began. “You raise a very interesting question. There’s not a one-to-one correspondence between an ad’s popularity and sales or a campaign’s health in the world, and that is something everybody tries to navigate by various means.“
I was so shocked at his comment that I rewound his interview and wrote it down word-for-word. He stated an assumption internalized by many advertising people: Something that gets attention it will get sales. They view the Super Bowl as the ad agency’s Oscars and strive to be the one who produces the most creative commercial. These thirty-second films entertain but do not necessarily sell.
Loctite poured its entire annual advertising budget into that one commercial.
Why?
The Fallon spokesperson says for name recognition. Really? Does one thirty-second commercial aired one time give a brand name recognition? After the Super Bowl, the commercial did get a great deal of acclaim. However, that acclaim was for a day or so on particular news outlets. Within a forty-eight hour time frame, Loctite blew an annual budget to establish name recognition. Do you think the company achieved it?
I don’t think so. Achieving name recognition requires repetition. One time is not repetition. When Budweiser produces a commercial that includes the Clydesdales, the brand instantly benefits because viewers associate the horses with Budweiser. Bud has invested millions of dollars over decades to achieve this recognition. Every commercial with Clydesdales taps into this recognition, reinforces, and builds upon it.
Marketing is a process. A shot-in-the-pan, wonderful commercial or ad does not make your business or your brand. Viewers need exposure to the commercial or ad over and over and over multiple times to establish name recognition. Today, we are easily distracted. Our attention is constantly pulled in several directions. To get us to retain something, our attention must be piqued and that must be done many times over a long period of time. Doing this requires a plan.
Based on the Fallon spokesperson’s comment, I question that Loctite has a marketing plan. I hope you are not making Loctite’s mistake. I hope you have developed and use a marketing plan.
This week's marketing trivia challenge is What brand have you seen use the marketing process to establish name recognition? E-mail me your answer.
I was so shocked at his comment that I rewound his interview and wrote it down word-for-word. He stated an assumption internalized by many advertising people: Something that gets attention it will get sales. They view the Super Bowl as the ad agency’s Oscars and strive to be the one who produces the most creative commercial. These thirty-second films entertain but do not necessarily sell.
Loctite poured its entire annual advertising budget into that one commercial.
Why?
The Fallon spokesperson says for name recognition. Really? Does one thirty-second commercial aired one time give a brand name recognition? After the Super Bowl, the commercial did get a great deal of acclaim. However, that acclaim was for a day or so on particular news outlets. Within a forty-eight hour time frame, Loctite blew an annual budget to establish name recognition. Do you think the company achieved it?
I don’t think so. Achieving name recognition requires repetition. One time is not repetition. When Budweiser produces a commercial that includes the Clydesdales, the brand instantly benefits because viewers associate the horses with Budweiser. Bud has invested millions of dollars over decades to achieve this recognition. Every commercial with Clydesdales taps into this recognition, reinforces, and builds upon it.
Marketing is a process. A shot-in-the-pan, wonderful commercial or ad does not make your business or your brand. Viewers need exposure to the commercial or ad over and over and over multiple times to establish name recognition. Today, we are easily distracted. Our attention is constantly pulled in several directions. To get us to retain something, our attention must be piqued and that must be done many times over a long period of time. Doing this requires a plan.
Based on the Fallon spokesperson’s comment, I question that Loctite has a marketing plan. I hope you are not making Loctite’s mistake. I hope you have developed and use a marketing plan.
This week's marketing trivia challenge is What brand have you seen use the marketing process to establish name recognition? E-mail me your answer.
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