A long-time client that is a seasonal advertiser decided to go with our recommendation for their summer selling season which was to commit 100% of the budget to AdWords in various forms. This was a major shift of resources from years of Television and some Radio. Our research…both empirical and anecdotal…indicated that this was the way to go.
While the advertiser has a competitive enough budget for the length of their campaign, it was not enough to “dominate” either Radio, TV or Cable, and our results from past summers were flat. Although this recommendation seemed risky to the client, they committed to it. The only hold over in the media plan from the prior year was a one-day Groupon sale which sold out in about eight hours.
The season is now half-over. The results so far: Sales overall are up…especially as the season’s momentum builds. Last week was one of the best ever in years, and this is with spending about 75% less money on their media budget.
Bottom line: The velocity change that we are experiencing in this country in how people are adapting to new technology, how they are getting their information upon which to make decisions and, finally, how much time they are spending daily with various media is astounding and rapid. As a media professional, don’t think of yourself as being an ‘early adopter’ and the average Jane or Joe is not acting like you…they are. We’re convinced of it and our clients are winning because of it.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.