“In the future, advertising will be like sex.
Only losers will pay for it.”
Jon Bond, founder Kirkshenbaum Bond Senecal + Partners
Mr. Bond made that prediction in 2010, and I’d say he was mostly right. The world of 2017 is smart, it’s educated, it’s sophisticated, and it’s jaded. Our BS detectors are incredibly powerful, and our ability to block out absolutely all advertising is phenomenal. No amount of money poured into bad advertising will make it suddenly work, yet every day companies pour good money into bad ads that nobody watches, reads, listens to or gives a second of attention towards. And worst of all, none of it can be tracked, measured and held accountable.
Modern advertising is about creating powerful stories that become viral on their own – without financial backing. Jon Bond was mostly right – the need to pay for high priced television or radio spots is gone – but the need to pay someone to create campaigns packed with virality still exist.
Think of the ALS Ice Bucket challenge that, in direct advertising dollars, cost ZERO, yet brought in a record breaking 98.2 million dollars towards ALS research, and over 2.4 million “ice bucket challenge” video’s we’re posted across the web. No amount of money could have bought that level of engagement.
Or how about Dove’s Real Beauty Sketches video that went absolutely wild accruing over 64.8 million views on YouTube.
Or Jean-Claude Van Damme’s epic video of him doing the splits on the two Volvo trucks bringing in over 76.4 million views. Aside from the cost of creating the actual piece, and the cost of the creative department behind that ad, not a dime was spent getting those 76.4 million views.
Or do you remember the “LikeAGirl” video that was watched over 53.3 million times and brought in mega awareness for gender equality.
I could go on, but you get the point. If you’re still dumping your hard earned money into mediums that aren’t trackable, aren’t measurable, and aren’t effective – you’re dropping the ball.
A fair warning…
It’s not as simple as it seems. Creating a company Facebook page and delegating it to a staff member to post random attempts at social marketing – or worst posting self-promoting garbage – is not the answer.
Do you remember back in the day when ad agencies would charge hundreds of thousands of dollars for one little headline? A good marketer will spend 80% of their effort on the headline because they know that if it doesn’t pull, if it doesn’t grab the readers attention, if it doesn’t intrigue them enough to look further, the entire campaign is garbage.
Most people could put their banking information in the body copy and they money would be safe because their headlines simply don’t work.
Well, this is no different on Facebook!
The visual combined with the first line or two is your HEADLINE and if you blow that, no matter what else you have to say, it’ll flop.