Wednesday, April 1, 2009

Engagement does not equal sales!

Often the Advertising World discusses Consumer Engagement and how important it is. I think Brands need to take a step back from this assessment and think about what they are advertising, how they advertise, and who their target demographic is.

If you are launching a new product that is revolutionary and unique like when the I-Pod came out, you want consumers to interact and test the product. Whether that is online, in person, or if a friend has it. If your a beer company and your promoting Bud over Miller/Coors you want people who drink Miller/Coors to try Bud and hope they buy on taste not on price.

But the Marketing/Advertising people who come up with the Ad Campaigns like to use Engagement with the advertisement as a measurement of success for their campaigns. There is a ton of engaging advertising out there especially on TV that people love to watch but yet they will never buy the product for various reasons. I will not buy Bud/Miller/Coors because they are mass market bland beers with no taste. Yet I am engaged with all their ads and always watch them because they are hilarious. They even create positive views towards the makers of the product because I like that they entertain me.

So the marketers would claim success reaching me and engaging me and the sales folks will claim a failure because I bought zero product.

So the fact is if your product is mostly purchased based on price and not the actually product attributes stick with promoting your price points because no matter how much you engage people they will still buy your competitor if they are significantly lower in price.

The only way to trump at this is by spending money to go above and beyond to win loyalty. But they want something from you in return beyond your product. Like some schwag.

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