Advertise where your buyers are

by Jim November 20, 2018

An article was brought to my attention this week concerning the author’s opinion on where you should be spending your marketing dollars. I thought many of his viewpoints were a little off target and ignored many of the brand building principals we successfully employ.

What I learned

  • There’s more to marketing than Facebook and Instagram
  • One showpiece TV slot doesn’t make a campaign
  • Why marketing is marketing
  • Never forget your user experience


Hey, welcome back Rankers. Last week this article came out, that was shared by Samuel Scott of the Drum, and he brought it to my attention. It’s about Gary Vee. Now, I don’t know much about Gary Vee, I’ve been on a speaking panel with him in Sydney years and years and years ago. But I don’t read his stuff, and it’s no offense, I don’t know his stuff really, that’s why I don’t read it.

Where should you spend your marketing dollars?
But anyway, this article says that one of the things that he promotes is that you should only be spending your marketing dollars on Facebook and Instagram, which of course is patently stupid. If that is actually true. So, case in point, this client we’re looking at is just November, doubled their money over last year. And that’s just Google Search ads, right?

So, there are lots of other platforms, of course, to advertise on. One of the things that this article talks about is Gary’s absolute crucifixion of television and the claim that the only place to advertise if you’re going to advertise on television is the Super Bowl, which of course is also ridiculous, because a lot of big brands have evolved, and developed, and used the power of mass marketing, like television, like radio, to build their brand, and build actually a really strong online presence, because their offline presence has been so dominant. Here’s a case in point.

Don’t disregard the UX
So I’ve got Bunnings. Bunnings is probably the monopoly, they’re like a Home Depot, or de-po as we would say, and they basically do print, television, radio. Don’t see them a lot online, I’m sure they do, I’m sure they do them on YouTube and those sorts of things as well. But really, we talk about digital marketing, content marketing, all of these things. It’s marketing, right? And nothing much has changed except the medium and the tools that we use.

So, everything still applies. You’ve got to have a great user experience, you’ve got to have a great customer experience. If a customer comes into your shop, you’re not going to leave them standing around waiting. Well, essentially when you have a website that takes 12 seconds to get your first byte of information, and this is the Bunnings warehouse one, 12 seconds, you’re not going to hang around. That’s not treating your customer properly, that’s the equivalent of having a queue around the block just to get to the product that you want, not even the checkout because that’s what we’re talking about here.

So, that’s bad customer experience. But this brand probably not a big deal, not a big deal at all for them. Yeah, they’re going to be losing maybe bucket loads on that. To you and I, it might be a lot of money, but I know of at least one retailer where their Australian site does about $100 million a year. And you might think, “That’s significant, Jim.” Well, yes, to you and I it is, however, their stores, their retail outlets, do $4 billion. They’re not going to max out an ad budget on Facebook. That’s it for this week, hopefully, I’ll see you next week. Thanks very much, bye.

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