I always believe that marketing or advertising should not be about how good it looks or how many awards it receives (or even how popular it is.) It’s all about achieving your goals, and if you’re a small business, it should be about getting more customers and getting more sales.
This article touch on how advertising professionals have forgotten what they’re meant to be doing. Hopefully, as small businesses, we can all learn from it.
Who is advertising for? – Dave Trott’s Blog – Blogs – Brand Republic
When I was on holiday in Umbria, I visited Assisi.
As you drive into town, there’s the biggest Church you ever saw.
It’s called the Basilica of Santa Maria degli Angeli.
And. It. Is. Massive.
I don’t think it’s actually a Cathedral, but it’s bigger than most cathedrals.
The space inside is vast and open and impressive.
Towards the front, inside all this vast open space, is a tiny little building.
It stands all on its own in the middle.
As you approach it, it looks like a tiny stone hut.
Big enough for maybe half-a-dozen people.
This is the original chapel where St Francis of Assisi found his vocation.
To live in poverty and devote his life to the poor.
To shun all material possessions, all worldly shows of opulence.
To give everything to those with nothing.
And you stand back from that bare, empty, basic chapel.
And you look around at the sheer scale of the building it’s in.
And you try to reconcile the two.
His devotion to poverty, and the opulence it’s encased in.
I think the religion founded in Francis of Assisi’s name has somehow gotten away from its original purpose?
Isn’t it amazing how that always happens?
Something starts out as a great idea and ends up being all about the show instead.
All about impressing people.
It loses sight of its original purpose.
The reason for doing it in the first place.
Let’s see if we can remember the original purpose of advertising.
Wasn’t it something to do with selling stuff to people?
So didn’t it have to be done with ordinary people in mind?
Ordinary, non-advertising, people.
Surely ordinary people were important to advertising at some point.
Maybe that was in the days before awards.
When people talking about your ads in the street was important.
When school kids singing your song or repeating your message was important.
When TV programmes or newspapers repeating your strapline was important.
When the object was to get the advertising into the language.
So it caught on and grew.
In the days before viral was a specific medium.
When the people who actually bought the product were more important than the people who made the ads.
I notice it’s changed because agencies don’t even care what award they win.
Just so long as they win an award.
It used to be that craft awards weren’t for agencies: best sound, best editing, best direction, best photography.
An agency didn’t want that, an agency only wanted the ‘best ad’ award.
Because to get a craft award without getting that was a sign of unprofessionalism.
It meant the production company had done their job, but the agency hadn’t done theirs.
Because, impressing other professionals is what craft awards are about.
But impressing ordinary people should be what ‘best ad’ awards are about.
But then advertising isn’t really about ordinary people is it.