{"id":1273,"date":"2024-08-27T19:54:41","date_gmt":"2024-08-27T23:54:41","guid":{"rendered":"https:\/\/www.kenbanks.com\/?p=1273"},"modified":"2024-08-27T19:57:48","modified_gmt":"2024-08-27T23:57:48","slug":"repeat-after-me-brand-strategy-comes-first","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=1273","title":{"rendered":"REPEAT AFTER ME:  BRAND STRATEGY COMES FIRST!"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>KEN BANKS\u2019BLOG AUGUST\/SEPTEMBER 2024<\/p>\n<p><a href=\"https:\/\/youtu.be\/YyykeU7dK-Y\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/YyykeU7dK-Y\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe>https:\/\/youtu.be\/YyykeU7dK-Y<\/a><\/p>\n<p><strong>PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>REPEAT AFTER ME:\u00a0 BRANDING STRATEGY COMES FIRST!<\/p>\n<p>&nbsp;<\/p>\n<p>There have been many big media events to far this year.\u00a0 The Olympics, Golf opens, Independence Day celebrations, political conventions heave all expanded coverage lately and in the process have increased the amount of advertising messages to help pay for the outlandish productions costs.\u00a0 Yet, marketers from all channels have bellied-up to the table to get their messages out to their target customers despite the skyrocketing media costs. This trend goes beyond traditional media, especially television, to online streaming, podcasts, social media, and more. This is nothing news, marketers have always looked for media buys that provide more bang for the buck and have accepted the over-the-top cost per spot\/page\/message that now exist.\u00a0 The biggest change is the the players in the game, scrambling to get more attention for their product or service.<\/p>\n<p>&nbsp;<\/p>\n<p>This year\u2019s Olympics are a prime example.\u00a0 No question the coverage and production the 2024 Summer Games was the best ever and well worth the time we all spent watching the events\u2014sports and otherwise.\u00a0 There were the expected heavy schedules from soft drinks, beers, banks\/investment firms, as well as several others excluding most retailers. While the creativity competed favorably with those normally limited to the Super Bowl, the frequency of some messages seems to have exploded especially with prescription drugs, online betting, and (locally) personal injury attorneys.\u00a0 Yes, as soon as I heard the singing of O-O-O, I knew it was for Ozempic, even though I\u2019m not diabetic nor needing drastic weight loss.\u00a0 The frequency of the big pharma ads is overwhelming.\u00a0 While most are targeting the mature age group (which I admit I\u2019ve been in for some time now), I am constantly amazed at the repetition\u00a0 and frequency.\u00a0 Often, seeing the same commercial in the same break.\u00a0 This is particularly\u00a0 prevalent in local market advertising..\u00a0 Enough already!<\/p>\n<p>&nbsp;<\/p>\n<p>When I was active in the advertising business, both as a client and agency, the standard goal in broadcast was 300 rating points per schedule. In other words, we wanted to reach 100% of our target with our message at least 3 times.\u00a0 Enough to gain awareness and recognition, but conservative enough to maintain a profitable cost as a percent of sales.\u00a0 I believe that the trend to repetition, to repetition, to repetition is not only redundant but often turns off the target customer that marketers are trying to reach. Another mistake with this trend is to use a limited or even just one spot for the schedule. So repetition gives way to boredom to rejection of the message.\u00a0 The prescription drug advertisers are further limited in detailing the side effects (\u201ceven death\u201d) and using acronyms WMD, BPH, etc ,etc , Not every patient knows what these ailments are even if they have one.\u00a0 The rest of us don\u2019t have any idea what the symptoms are that we should be aware of. More explanation and less repetition is necessary. A heavy media campaign should have at least three creative executions to the targeted message.\u00a0 Spend some more budget on creativity and less on media.<\/p>\n<p>&nbsp;<\/p>\n<p>Another example, as I have mentioned in earlier articles, is the boom in legal advertising, especially personal injury attorneys.\u00a0 They all use their names (some we can\u2019t pronounce), they all promise no charge unless we win (then watch out!), and many of the partner\/spokespersons have has much credibility as a used car salesmen.\u00a0\u00a0\u00a0 The key is to have a sound brand strategy. Then creatively have a message that relates to the target customer, and then live up to that brand everyday.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Ken<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; &nbsp; &nbsp; KEN BANKS\u2019BLOG AUGUST\/SEPTEMBER 2024 https:\/\/youtu.be\/YyykeU7dK-Y PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO &nbsp; REPEAT AFTER ME:\u00a0 BRANDING STRATEGY COMES FIRST! &nbsp; There have been many big media events to far this year.\u00a0 The Olympics, Golf opens, Independence Day celebrations, political conventions heave all expanded coverage lately and in the process have [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1273","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/1273","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1273"}],"version-history":[{"count":4,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/1273\/revisions"}],"predecessor-version":[{"id":1277,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/1273\/revisions\/1277"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1273"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1273"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1273"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}