Today I’m with customers in London, so I was up and getting ready. My partner is on business in Ireland so I usually I have to make as little noise as possible. As she was away, I could have Planet Rock through Alexa. It was while I was cleaning my teeth the adverts came on, during adverts I tune out. Don’t we all? Anyway, something caught my attention.
Here was a “house hold” name tech vendor, using radio ads, especially as the ads on Planet Rock are usually for “white vans”, tools, so tradesman type ads.
Anyway, here was this tech vendor selling me their state-of-art cloud system in amongst the ads for the new van deals. I was amazed.
First of all does anybody listen or watch ads anymore? We are bombarded by so much information everyday, cold cals, unsolicited emails, and adverts that we tune out or use ad-blockers. Obviously we cannot use ad-blockers on the radio, but when I do listen to the radio, I switch channels when the ads come on.
I recently spoke at a Martech conference and I asked at the start of the presentation for the audience to stand up. I then said sit down if you can remember the last three ads you saw. Nobody sat down. That is one of the many problems with paid media, nobody remembers it. I’m sure that an advertising executive will say, remember all those ads from when you are growing up. Sure, but a boring cloud product with the tag line “your tomorrow today”. That isn’t “no buts it’s got to be butter”.
In 2018 we had a number of CMOs come to us and say that Marketing isn’t working anymore, adverting, email, conferences, cold calling were all declining in their output. Due to people being pissed off with it, legislation, like GDPR and technology. If you cold call me, I can just block you using standard mobile functionality. We have also seen Marketing Leaders who are not able to show a “new world” sales and marketing plan, being fired. One of our clients which is an Artificial Intelligence company, told us “what we sell is “the new”, so our marketing must reflect this.
So this large tech vendor is paying for ads on a radio station that is listened to by not the people that will but it’s products, in tradesmen. And we know advertising, today is just noise that we all avoid and tune out of. Not a great start.
The real issue I had was, here was a company that was selling me a vision of “state of the art” and they were doing on an old fashioned medium. (Surely they need to promote, if they really need to use paid media, surely a company of that size would have an earned media position?) A Tech company would be on social media? Building relationships with Business and IT decision makers? It works for us, so why wouldn’t it work for one of the biggest IT companies in the world?
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