Now wait a minute …
Wasn’t this a conference about marketing and sales promotions?
FUTURELAB
Well, here is my point
Many marketing practices are driven by orthodoxy and lock-in
22. |
FUTURELAB |
Marketing is full of orthodoxies
Question: Where did the 30 second spot come from?
We will continue with this programme after these important messages.
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Orthodoxy alert
Pat Weaver & Leonard Lavin
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Lock-in Alert
We keep doing the 30 seconds, while the reasons disappeared
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Marketing is full of orthodoxies?
Where do banner adverts come from
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Lock-in alert
We keep doing them, while hardly anyone is watching
78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad.
Source: Burstmedia, January 2008
29% of consumers leave a website that appears to be cluttered with advertising. 52% do not tolerate more than 2 ads per page.
Source: Burstmedia, December 2008
BANNER/AD BLINDNESS
Only 13% of UK consumers pay attention to ads on social networking sites.
Source: Ebay Advertising, March 2009
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Sales Promotions
Why do we do many sales promotions?
Keep the
factory
running
(at all cost)
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Sales Promotions
But today there is much more flexibility
Lean supply chains |
Outsourcing |
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Sales Promotions
In which many sales promotions defeat their purpose
% of US sales promotions which are unprofitable
85%
UCLA, 2004
“the net impact of deeper discount activity is almost invariably to decrease ROI even if cash returns are increased”
Billetts, Warc Online, 2009
%of POP materials are never used or used incorrectly.
40-50%
Advertising Promotion and
Other Aspects of Integrated
Marketing Communications,
2008
FUTURELAB