In the column “Everything you always wanted to know about media …” Michael Bache (HMB Networking), Matthias Süßlin (Brainpartners) and Thomas Koch (The DOOH Consultancy) regularly put their fingers in the wound – and do not mince words . In the last episode, the three experts send very special messages to all those responsible for marketing.
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Media is an extremely important piece of the puzzle in this. But marketing and media have never been so decoupled. Media, the marketing discipline that is decisive for pecuniary purposes, has created a unique position that makes you think and can hardly be controlled by marketing.
Because there is a lack of expert knowledge? Or do you not trust common sense? The internal and external loss of importance of marketing has assumed threatening forms. Now it is showing how wrong it was to allow financial and procurement colleagues access to key marketing disciplines willy-nilly. Just on media.
Don’t be impressed by discounts
But it is not too late. With our last column in sales management, we want to give you food for thought again. Because you have taken on great responsibility – for the allocation of your budget. Don’t be impressed by discounts and shopping results or by seemingly positive key performance indicators that have no impact on your marketing success and your business results.
Reduce the apparent complexity of the media discipline to what media should and can do: Invest media money so that your target group buys more. Sergio Zyman, former CMO of the Coca-Cola Company once said: “Advertsing is selling more stuff more often to more people for more money.” As simple as that.
If you do not control the media to determine what contribution the discipline makes to your business results and if you do not steer yourself towards this goal, you are threatened with financial damage running into millions – in the amount of your media expenditure.
Your media problem is bigger than you think
This is supported by comprehensible facts: Your message is one of 10,000 advertising messages that every consumer is expected to face every day. Most spots, banners and advertisements go unnoticed at all. Strictly speaking, only four percent of all campaigns are remembered positively, seven percent negatively, 89 percent not at all. And according to the Pareto rule, 20 percent of all campaigns spark 80 percent of the overall achievable effect.
In the future, make sure that your campaign is among the 20 percent that create an impact. Even better, your campaign should be one of the four percent that will be positively remembered. That your message is noticed and not lost in the overload of 10,000. Don’t let any media plan go unchecked into implementation. Make sure your marketing pulls the reins and regains control of your media money.
Effect is more important than price dumping
You have to get out of your comfort zone, in which you assume that media alone is in the best of hands with your media agency. You have to get out of the shadowy realm of discounters and take the helm. Effect is more important than price dumping. Take media into your own hands, as the majority of US companies and more and more companies in Germany are doing. Create your own expertise and get support from external experts you trust. Only then will you – to use the words of Zyman – sell more and more to more people.
The authors:
- Michael Bache, Managing Director, HMB Networking (top right)
- Matthias Süßlin, Managing Partner, Brainpartners (links)
- Thomas Koch, Founder, The DOOH Consultancy (bottom right)
This part of the column “What you always wanted to know about media …” first appeared in the 11/2020 print edition of absatzwirtschaft. All print editions, individually or by subscription, can be ordered here.
sales economy +
Michael Bache (HMB Networking), Matthias Süßlin (Brainpartners) and Thomas Koch (The DOOH Consultancy) regularly put their fingers in the wound in the column “What you always wanted to know about media…”, which was started in 2020 at absatzwirtschaft – and never take any Mince words. The previous episodes:
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