Is Nando’s Advertising Is Broken?

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Nando’s are really good at getting us to talk about their advertising. They are quick to respond tactically and produce funny, witty adverts. It gets the word of mouth buzz going.

In this case they responded by taking a poke at Cell C with their other CEO – chief customer officer campaign with Trevor Noah. And yes I laughed. In fact I almost wet myself.

But here is the real rider:

Are you going to go and buy Nando’s because of this advert? I know I am not?

What is the point of advertising?

I am always reminded of David Ogilvy’s words when it comes to advertising. Sales, Sales Sales and yes, Sales.

Anything less is creative masturbation. It’s about a bunch of creative genius getting their creative rocks blown off at your expense. They are having fun but when the sales don’t come in, your board room discussions is anything but that.

I would like add another aspect to this –loyalty.

Conversation and Loyalty

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Why You Are Only Getting 1,5 % On Your Advertising – And How To Fix It

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Ouch! As a marketer I am sure this figure does sit well with you. Truth be told it is really hard to quantify what our advertising ROI is. It is a hard figure to measure and I am sure most marketers are not sure what their marketing return is.

There is the old saying that 50% of advertising work? We seem to be happy to go with this and every day we see marketers dedicating their budgets to the advertising gods.

So What’s The Real Cost Of Advertising?

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How To Make Your Campaign Go Viral

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I gave a viral campaign about a 0.0001% chance success to get you earned media in my last post,.

This is not a very good rate but does this discount the idea or value of a viral campaign?

Or is their simply another way to do it that is more effective? Is there a way to create very effective earned media?

Yes, we think there is. But first we need to see the flaw.

The biggest viral mistake marketers make?

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Why Your Big Budget Advertising Is Doomed To Failure (Sorry)!

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The traditional media eco-system is going through a major metamorphosis. At first glance it would seem that this is largely driven by the changes of an evolving internet platform and mobile media — something where I think many marketers are taking huge strain just to manage the effects it is having on their brand and media strategies.

Changing Consumer Behaviour

Personally, I think this strain is more about the change in how our consumer are making decisions today. And I think this is the flaw where most media strategies fail.

There is no doubt that there is a symbiotic relationship between the evolving multimedia platforms and consumer behaviour. How consumers make decisions and what influences these decisions has  radically evolved from the first TV commercial and marketer’s ability to refine the advertising process.

Today, TV commercials do not have the credibility that they used to. As consumers, we no longer dogmatically believe what a brand says about itself to be true. Now we believe what other consumers say and we the ability to find information in different ways and validate what we want through a peer review system.

How Billions of Dollars Are Being Flushed Down The Toilet

All I have to do is go online validate if I am making the right choice about a product I want. Lets say its a new printer that I am about to buy. It looks like a good product and I know it has a good brand name.

What happens when I use my Blackberry, click through amazon to see what other people say and find 10 bad reviews? I replace the product with one that has good reviews.

For the brand that could mean millions of dollars of advertising investment and years of brand building down the tube. Ouch. And if your consumer believes that you are not being upfront and honest you will pay a severe price.

The Fragmented Media Eco-System

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