In a world where we spend countless hours studying “what went wrong” and look for ways ensure we do not repeat the mistakes that got us into that particularly situation, it’s key that we look to study success or “what went right” with equal vigor.
During a client meeting recently the topic of print advertising came up and this client said something that really made me rethink and reassess the value of print advertising. The statement was as follows:
“Not everyone will read your ad, but if they do, reward them”
As marketers we have more often than not become conditioned to the fact that if you want leads, you can’t have a strategy that is aimed at garnering awareness and if your goal is awareness; you can’t have a strategy aimed at garnering leads.
Well, I’d like to argue that this is a roadblock that can be passed. In short, you can have an awareness strategy that is rooted in lead generation. More specifically, you can still generate leads via non-gated assets.
So why is it that companies are choosing to invest so much in the marathon these days? Is it because they have a love of running? Well, yes, they certainly are supportive. But more importantly it’s because they love runners, marathon runners, specifically.
In developing a paid search program, it’s not uncommon to spend 99% of your energy focusing on those who “might” be interested in your product/brand and only 1% on those who are “definitively” interested in your product/brand.