Deafening noise as a marketing strategy
Posted: Sun Dec 22, 2024 10:29 am
And it couldn't be better said, because for the first time on this blog, I'm going to talk about the radio.
But before we get into the subject at hand, a brief introduction.
For this article I will rely on two of the ideas that I try to convey most frequently in this blog:
Our mission as marketing professionals is to accompany our audience throughout the entire purchasing decision process: knowledge, consideration, action and loyalty.
The obsession with short-term korean girl whatsapp number sales brings short-term benefits and long-term problems, because strategy is abandoned and the company loses its way, the brand is diluted, etc.
That is why, based on this approach, I am so surprised by some of the strategies I see in the market. Strategies that do not make much sense from the end customer's perspective.
In this case I am talking about the role of radio within the Securitas Direct strategy .
As a user, I experience it as a real harassment. I don't matter when I listen to the radio, they broadcast at least two of their radio commercials. And this has been going on for months and months.
I understand that if Securitas Direct does this, it must be profitable for them in terms of customer acquisition. In the brief research I have carried out, I have only found one article from 2018, which talks about Securitas Direct being the most active advertiser on Spanish radio in February of that year.
But is it equally profitable in strategic terms? What consequences does this have for the brand?
Consequences of an aggressive marketing strategy
What happens to a brand if it is constantly hammering its audience? And if, as in this case, it is always through the same channel?
1. The product tends to become a commodity
When you talk non-stop to the same audience about a product, it tends to lose its value. The novelty effect, the attractiveness of the product and the potential need for it gradually diminish. Your audience ends up getting tired of the brand.
Our future client is losing interest. He has heard the same arguments n times and he already knows them. Even so, he has not purchased the alarm.
In the case of Securitas Direct, this effect is reflected even in its radio commercials. I don't remember the exact phrase, but it goes something like this: "for the price it has, it's worth it."
This type of argument is aimed at breaking down the price barrier. You will compare the great benefits with the price and in this way the price seems lower. It becomes a totally reasonable purchase. We want the audience to think: “For all the money they give me, I pay very little.”
From this point of view it makes sense, but what happens if your product has become less prestige for this audience? The advantages start to no longer be such, and therefore the perception of value also decreases.
2. The effectiveness of campaigns decreases
When you have spent months and months with an intensive presence on the same channel (and I imagine the same networks), you simply run out of audiences to impact.
There comes a time when you have already impacted the vast majority, and you are left without a new audience.
Logically, the results should be affected (I say should, because I don't know the data for Securitas Direct's campaigns). All those who were going to buy have already done so, and convincing the rest is going to be very difficult. If after x number of impacts the customer hasn't converted, they won't do so.
This leads to an increase in direct acquisition costs. The problem with radio is that attribution is complicated. A significant portion of conversions will end up coming via generic phone and web. And of course, this makes decision-making on these campaigns difficult. What portion of these conversions are due to radio? You can run tests to estimate them, but a priori it is a complicated calculation.
3. The brand loses its value
The above argument brings me to branding. What effect does this strategy have on customers and non-customers who are impacted multiple times?
Just like the product, the brand is negatively affected by this intensity of impacts. Sales arguments and offers eat away at the brand little by little until it loses its original attributes.
But before we get into the subject at hand, a brief introduction.
For this article I will rely on two of the ideas that I try to convey most frequently in this blog:
Our mission as marketing professionals is to accompany our audience throughout the entire purchasing decision process: knowledge, consideration, action and loyalty.
The obsession with short-term korean girl whatsapp number sales brings short-term benefits and long-term problems, because strategy is abandoned and the company loses its way, the brand is diluted, etc.
That is why, based on this approach, I am so surprised by some of the strategies I see in the market. Strategies that do not make much sense from the end customer's perspective.
In this case I am talking about the role of radio within the Securitas Direct strategy .
As a user, I experience it as a real harassment. I don't matter when I listen to the radio, they broadcast at least two of their radio commercials. And this has been going on for months and months.
I understand that if Securitas Direct does this, it must be profitable for them in terms of customer acquisition. In the brief research I have carried out, I have only found one article from 2018, which talks about Securitas Direct being the most active advertiser on Spanish radio in February of that year.
But is it equally profitable in strategic terms? What consequences does this have for the brand?
Consequences of an aggressive marketing strategy
What happens to a brand if it is constantly hammering its audience? And if, as in this case, it is always through the same channel?
1. The product tends to become a commodity
When you talk non-stop to the same audience about a product, it tends to lose its value. The novelty effect, the attractiveness of the product and the potential need for it gradually diminish. Your audience ends up getting tired of the brand.
Our future client is losing interest. He has heard the same arguments n times and he already knows them. Even so, he has not purchased the alarm.
In the case of Securitas Direct, this effect is reflected even in its radio commercials. I don't remember the exact phrase, but it goes something like this: "for the price it has, it's worth it."
This type of argument is aimed at breaking down the price barrier. You will compare the great benefits with the price and in this way the price seems lower. It becomes a totally reasonable purchase. We want the audience to think: “For all the money they give me, I pay very little.”
From this point of view it makes sense, but what happens if your product has become less prestige for this audience? The advantages start to no longer be such, and therefore the perception of value also decreases.
2. The effectiveness of campaigns decreases
When you have spent months and months with an intensive presence on the same channel (and I imagine the same networks), you simply run out of audiences to impact.
There comes a time when you have already impacted the vast majority, and you are left without a new audience.
Logically, the results should be affected (I say should, because I don't know the data for Securitas Direct's campaigns). All those who were going to buy have already done so, and convincing the rest is going to be very difficult. If after x number of impacts the customer hasn't converted, they won't do so.
This leads to an increase in direct acquisition costs. The problem with radio is that attribution is complicated. A significant portion of conversions will end up coming via generic phone and web. And of course, this makes decision-making on these campaigns difficult. What portion of these conversions are due to radio? You can run tests to estimate them, but a priori it is a complicated calculation.
3. The brand loses its value
The above argument brings me to branding. What effect does this strategy have on customers and non-customers who are impacted multiple times?
Just like the product, the brand is negatively affected by this intensity of impacts. Sales arguments and offers eat away at the brand little by little until it loses its original attributes.