Advertising by the Seat of your Pants?

I am fascinated by amazing advertising campaigns. I picture a close-knit and happy advertising team sitting around a dramatic board room table surrounded by floor to ceiling windows. They are eating delicious gourmet snacks, brainstorming and feeding off of each other as they come up with ideas and slogans that will make enough impact last a lifetime. Some great ads we will remember without even remembering the product they were subliminally pushing. I love these ads.

Here I am in Texas in May where we have already sweated through more than one 100 plus degree day. Here I am in Texas already depressed by these 100 plus degree days hiding in my hotel room with the AC turned down to 65 and with the curtains tightly closed to the ridiculously bright sun. TV turned onto unnecessary and unwanted background noise. But then there is this commercial, again. A commercial with snow in it. A car commercial with snow it in and in one hour I believe I have seen it 5 times. Car Company showing a commercial excited about showing how their car handles in the snow and the awards it has won for great handling. In the snow.

How much money did this company pay to show this commercial in the southern states in May where it is already the dead of summer and over 100 plus degrees outside, in the freaking shade? Could they be any more clueless or wasteful? Hardly.

Are you doing any advertising besides word of mouth? If so, WHAT are you doing and have you clearly indentified WHO are you talking to? Are you talking in the language your customers are most comfortable using? Are you spending your advertising dollars on what your customers want and need to hear? Are you flying by the seat of your pants with your advertising budget or are you getting trusted professional advice? Can you account for your advertising dollars and are you tracking the result of their expense?

Please commit to being dialed into what your customers need to hear about your company and what it has to offer. Please commit to being effective with your advertising campaign. Please committ to NOT advertising by the seat of your pants.

The commercial just came on AGAIN! The Mitsubishi Highlander. It’s won five awards for the way it handles in the snow. Just saying… I’m turning the AC down, again.