Advertising - worth doing?

[Sarah Beth]

Hi,

I have started a new job a few months back - its my first with responsibility as Marketing Exec. The only 'problem' is that I am the only marketing person here and I am losing confidence in my own opinions.

Firstly, my company does not believe in advertising - they say it doesnt work.
I dont think this and believe its important in the marketing mix. I think this because its good for:
- Brand Awareness
- Can say what you want as its paid for communication
- Helps with media relations (a task I had been given was to get PR into the trade press, which i have done some, but believe if we had a advertising schedule, this would be easier)

How do I justify the need for this? Or am I wrong to think we should be doing it?

Thanks!

[eequals]

It sounds to me that your employer's concentration on PR and their negative view of advertising means that they want you to produce all of your results at no cost to themselves.

This might be because they don't have the cash to invest in advertising rather than a philosophical objection to its effectiveness.

If this is so, perhaps you should be looking for a new challenge elsewhere.

Joe

[Sarah Beth]

Thanks for your reply, you have described how I feel.
They do seem to want a lot, but are not prepared to invest any money, which is making my job hard!

[alans]

Hi Sarah,

The idea of advertising is absolutely fair but it is not sure it will help you every business and every time but it will create some brand image, and you have convince your boss and show them benefit of doing it because “every businessmen like to invest not to spend.”

If you can let me know what type of business organization you are then I can give better reply on this. Never loose your confidence.

[Sarah Beth]

Hi,

The business is telecommunications. I do understand what you are saying, and dont want to do loads of advertising, but think we should at least do some alongside the other activities we do.

Another problem I have is we dont even have a database. We are getting crm, but then we only have customer information to populate it - and again I think we should rent a list to target new business as well as current = money! But surely some investment needs to be made?

[JustOneUK]

I concur.. what is it that this company does that doesn't need advertising?

Is their word of mouth strategy really THAT good?

regards
James.

[MrCat]

Word of mouth is a form of viral marketing. It is a nice way to promote one's business but not sufficient enough. Advertising is always an alternative way and a very effective one if done properly

[Fili]

Hi Sarah,

I would start by re-evaluating previous advertising campaigns. There must be a reason why they “did not work”. Check the usual suspects: when the campaigns were done, in which media, did anyone actually measure the response (and I seriously doubt this ) and how was it measured.

This should highlight critical and problematic areas. Then do some prognosis on ROI.

Afterwards, just go and speak with your boss, saying – I know how we I can drive x number of customers to your business and it will cost you only x amount per head, taking under consideration that our margin is x %, we should be making x amount in profit.

He would be mad, to refuse funds then, wouldn’t he?


Good luck
Fili

[underpressure]

Hi there,
If you want to convince your boss that advertising should be a part of the marketing mix, show them what they are missing out on.
Perhaps point out some of your competitors campaigns and the success they have had with them. Weigh up the metrics as to advertising converting into sales. If its really worth it, then they may consider it.
Good lick anyway

[Sarah Beth]

Thanks for the replies. I do agree that I need to show them what it can do for their buisness. Only problem is that I dont know how to do the suggested:

'I know how we I can drive x number of customers to your business and it will cost you only x amount per head, taking under consideration that our margin is x %, we should be making x amount in profit.'

With regards to their previous advertising, I would think it 'didnt work' as well for one, the actual ads were awful, very badly done and they have only actually done around 4 ads so maybe they didnt give it time? Oh and another reason I think was because when they did do a decent ad which had a dedicated marketing number for enquiries (so they could measure responses) they did a one off ad for a product that is notoriously hard to sell as it is new into the market...

I have gone through the press and collected competitor adverts which I can show them, but as far as figures, sales etc I am at a loss.

Again as I am fairly new to marketing, its hard being on my own.
Appreciate the help!