It is difficult, if not impossible, for the average small or medium size business owner to be an expert in all things. Purchasing, merchandising, recruiting, accounting, sales, advertising, technology and a long list of other skill sets are required to run a business.
So, most businesses have an accountant, some have sales managers, and many have a person who’s expertise they rely on to help them make their advertising decisions.
But many so-called advertising experts aren’t advertising experts at all. Some, who began their careers as graphic artists, can certainly improve the appearance of your advertising. And others who began with an interest in technology can certainly help you maneuver through the long list of digital platforms you have to choose from today.
But all too often, these “experts” focus on form, be it art work or technology, versus function. The function of advertising is to increase sales!
Nielsen Catalina Solutions recently conducted an analysis of 500 ad campaigns quantifying the contribution various media and non-media factors have on ad campaign success. “Creative” was the single most powerful sales-driver followed by “reach”. An Advertising Research Foundation study last year concluded the same thing. Great messaging or “creative” coupled with high reach were determined to account for 70% of the total impact of an ad campaign.
Our focus on choosing media and limiting our reach by “targeting” can take our focus off of the two most important elements in advertising that produce results… creative and reach.
