Ad effectiveness: five lessons from the Godfathers
Two decades on, we’re hooked on our smartphones and the internet permeates our waking hours. But even now, those words still chime true: if you want your brand to grow, you have to reach as many people as possible.
I was reminded as much this month when one of the planet’s most revered marketing minds, Les Binet, touched down to speak at the Agency Leaders Symposium in the Hunter Valley.
I was lucky enough to spend time with Les on behalf of ThinkTV and cash in on his 30 years’ experience working at London agency Adam & Eve DDB and his last decade penning groundbreaking research with fellow Brit, Peter Field. Together they are known as the “Godfathers of Effectiveness” and their work has always resonated with me and the research I’ve done at Nine, Nielsen, Millward Brown and ThinkTV.
Les led the ThinkTV team and a group of journalists through some of the fundamental marketing rules which he and Peter have proven to typically work, in a presentation based on the duo’s pioneering work, Marketing Effectiveness in The Digital Era.
I thought I’d detail the lessons that I’ve learned over the years that are clearly highlighted in their renowned research.
So, with gratitude to the Godfathers, here’s my top 5.
1. It’s all about reach
Did I mention that already?
Yes, embrace as much new ad tech as you want but always be asking yourself, how can I reach as many people as possible? As Les puts it: “The most effective marketing strategies talk to everybody. Marketing is a numbers game.” Or, as Byron Sharp from world-renowned Ehrenberg-Bass Institute has proved repeatedly, to grow your brand you have to reach both buyers and non-buyers. It can’t be said enough.
2. Boost your share of voice
When I was younger, I used to use this as a clever ruse to get more ad dollars until I realised it actually worked. Les and Peter’s evidence makes it very apparent brands that grow ensure their share of voice is equal to – or larger than – their share of market. So, next time an agency says “increase your share of voice” take note.
Read the full article on Mumbrella.
