The Story of a Victim of Marketing

Recently someone was offered an opportunity to be in front of hundreds or thousands of eyes by placing a marketing message in a place with a lot of traffic or visibility. The individual selling the marketing product talked about an impressive number of “Impressions” that the product will allow them. In the marketing industry we refer to impressions as the number of possible times your ad can be seen, or the potential number of eyes that will see it divided by two (assuming every viewer has 2 eyes). The customer considering the marketing product was a reputable company with a quality product and good reason to grow. They were very excited about the marketing product the service provider explained to them and they quickly purchased the service that would yield these “impressions” that were described to them.

They invested thousands of dollars and received a very low return on investment, but it was a return none the less. The Sales person convinced them they should continue to build momentum and they agreed. Following another return on investment (Some industry people call this ROI) they learned that the advertising paid for it self but with a very low return rate. After assessing the total investment in marketing and growth in their company they were somewhat disappointed.

Considering the little return they got on their investment they ended up deciding to call on Redwall LIVE : Experiential Marketing. They liked that redwall LIVE had a creative non traditional approach with and emphasis on Experiential Marketing. They appreciated that Redwall LIVE insisted they prepare a marketing plan that determined where their “impressions” would be found so that they could focus on getting more relevant impressions to their business. They also liked that Redwall LIVE had a reason for doing everything that they did and it wasn’t just about mass awareness alone but brand messaging and long term goals. They agreed that 1000 relevant “impressions” is better than 10,000 irrelevant impressions. They also agreed that the value of word of mouth and third party viral promotion was priceless.

This story is very general but it is all too common. Be careful you don’t become a marketing victim.