I've usually taken a diplomatic tact when dealing with the traditional-minded world of media, marketing and research people but c'mon, enough is enough....if you can't be startled and motivate to act by a feather to the soles of your feet than maybe you need a blunt force blow to the head.
Trust me - from one who has spent tens of millions dollars on advertising and mainstream marketing in his lifetime, you are peddling fool's gold. The same people who believe a recession couldn't happen are the same ones ascribing increased sales to increased media weight - insanity.
Wake up. Campaigns rarely if ever build brands anymore, price-offs don't build sustainable consumption, shackling yourself to a brand identity manual is "paint by numbers" marketing that denies the reality of what has happened in the last decade to your consumer, marketplace and culture at large. Ask anybody under 27 years old in your department, they will tell you the harsh reality of what's happening - are you prepared to listen?
With the remote, expansion of channels, PVR, simultaneous multimedia consumption - I would evaluate a TV GRP being 20% of the benefit it was ten years ago. Plus it's at least twice as expensive.
Radio and newspapers are a dying game and whereas I have a lot of heart for well-produced and targeted magazines, who wants to read about stuff that is weeks old in a 24/7 game.
I don't mean to add insult to media injury - there are some fine journalists and media people out of work right now...but the model is irrevocably broken and not coming back. The idea of companies renting out space and being viewed as an interruption to the good content is a horribly outmoded concept.
Even on captive mediums, the communication is all wrong. Very few stop me in my tracks, provoke me to do something or invite me to learn more. I guarantee you if you drive past 20 billboards today and if one even gets you to think about the product being advertised, I would be surprised (yes, I know it's snowing but you should still be able to see them). We hate the bravado, don't trust the promise and likely worse, simply don't care about the entire impersonal selling approach.
Join the real game and stop watching the scoreboard. Although it may lack standards, be slow to scale, be apparently risky, may deny some of your strategic genius and require a new set of skills, word of mouth and all its different variants is the real deal.
Why? Well, you have a Slideshare-favourited presentation in the attached that spells it out for you in precise, well-supported detail. The shorthand version for those not serious enough to care:
1 ) WOM Gets Noticed
2) WOM Taps Participation Values
3) WOM Stimulates Action
4) WOM has Longevity
5) WOM has Less Cost/More Value
6) WOM is a Competitive Advantage
7) WOM Targets Influence
8) WOM is More Measurable
9) WOM is More Trusted
10) WOM is More Customer Centric
11) WOM Provides More
12) WOM is the Future
The Canadian marketing groups across this country will spend $20 billion in media next year. We have trained a generation of marketers and advertisers not to rethink the equation- I guarantee ahead of time - most of their efforts will be wasted, that is a given. The big question is what are YOU going to do about it?