UKNM: RE: Re: Brand-building banners

[Richard Johnson]

         Reply to:   RE:  Re: Brand-building banners

you wrote:


Date: Mon, 20 Nov 2000 12:20:44 +0000

From: Felix Velarde <

felixhead-newmedia [dot] com

>

Subject: Re: UKNM: Re: Brand-building banners


thanks! would you agree that if you cannot quantify the return on

investment precisely then it is not worth spending your money on? I

have yet to see any audit that shows measurable shift in brand

perception leading to greater actual sales for banners, although I am

daily exposed to such things for web sites and on-line PR campaigns.


If banners cannot justify their existence in measurable terms, they

are riding a wave of hype that cannot be sustained.


We've tried (honestly). The only banners designed for brand awareness

that I can actually point to by my own agency that have worked have

been for a charity, and they only justified their cost because they

were done for free.


I don't disagree that they can be successful - I have colleagues who

run campaigns successfully (although their production houses are in

timbuktu or somewhere and are making about a pound a day, subsidised

by the above the line budget). I just find them irritating, generally

bad for brands, costly and frankly there are much better ways of

spending your money. But I guess I'll have to concede that there will

always be a market for them, in the same way there's a market for

those dire DRTV ads that tell you how many people they have waiting

in the call centre just to give you a free carriage clock when call

right now.


again, if it ain't certain, how can you possibly sell them as a business

tool?


(says i having spent 94-96 selling creative=memorable without a shred

of quantitative proof!)


have a good day


felix


Hi Felix


Are you an accountant?


Of course, as marketers, we are selling things where success is sometimes

difficult to quantify.  In the wider context, apart from banners, the

effect of successful PR is very difficult to measure, for example - you

might

try number of mentions, column inches or postive v negative mentions.

But we had an example of a release we did last October to the nationals and

key regionals which was used in the Brighton local paper in the following

February!  We have little control over the placement or over other events

in the surrounding world.


So we have therefore to sell our clients a dream, a vision, a belief.  If

they trust us - they've seen our track record or they believe we are

right - they will come with us.  Even the measurement of success is

subjective, but that's about handling their expectations correctly.  There

may be

branches of marketing that purport to be scientific, but getting the mix

right is an art.


You may therefore say that we're lucky if we achieve a result under these

conditions, but as American golfer Lee Trevino once said, "Funny how the

more I practice the luckier I get."


best wishes


Richard



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