At the risk of deflecting new business from Lessing-Flynn, this week’s worst of the week goes to a company called Spot Runner. This company offers canned t.v. creative and click-and-buy cable media buying. You pick from several industry categories, then you choose a spot that can be voiced over and tagged with your company name and logo. Here is an example of spots you can choose if you’re a jeweler.
So, what’s wrong with finding cheaper advertising options when the economy is down like this?
1) We’re big believers in telling your story through your marketing. What does it say about a spot that can be used by anybody in any market? It means the spot does nothing to differentiate you from any of your competitors. If your advertising isn’t designed to differentiate, why bother?
2) Using a service like this essentially says that media is more important than message. Of course, there’s a lot to be said about the value of repetition in advertising. Most research shows you need to be exposed to an ad seven times before it starts to have an impact. But if your message is so bland that it doesn’t distinguish you from anyone else, does it do any good even if someone sees it seven times?
3) Advertising may drive traffic and increase awareness over the short term, but without a marketing strategy and plan, it has little long-term impact.
4) If you’re not able to tie the creative elements you’re using from one part of your marketing efforts across to other tools you are using, you end up with a disjointed marketing message that only confuses your customers and prospects.
Bottom line is, creative and advertising is the fun part of marketing. It’s also the part that, if done well, can separate you from your competitors. In an economy like this, it’s easy to think of marketing as an expense rather than an investment. It’s easy to find ways to cut back, but if that means sacrificing your brand and your company’s story, there are much better options.
In a side note, Spot Runner seems to be facing its own financial and legal issues. Given all the financial and investment games that have wreaked havoc on our economy lately, this makes our selection of Spot Runner at Worst of the Week even easier.
Author: Tom Flynn III
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not to mention that this company just got accused of running a pump and dump operation.
Gotta love all the money games being played in this economy, huh? Thanks for the post.