This is really making me do a double-take. I'm in the process right now of solidifying my advertising campaigns in two hyper-local, targeted publications. I like their staffs, the publications are spiffy and niched, but does friendly and earnest staff, along with a half page color ad help grow my business?
We grew at a nice clip last year, while advertising in local pubs and on the radio- was it the advertising that made us grow? I am not sure. And therein lies my problem. I personally buy based on relationship and product/service experience, either my own, or a peers. Perhaps I am an anomaly though. Maybe others are compelled by advertising.
I can't afford to hire Weiden and Kennedy to mastermind my ads, but even if I could, would it matter? Did any of the ads you saw during the game, matter to you? Did they/Will they change your relationship with the company?
The strategy that keeps coming back to me over and over again is the Zappos schtick. Throw all your money into customer experience, be patient and earnest, and long term success will be yours.
Is that a naive strategy for a local insurance agency? Do you think the snappiest of today's ads were effective in changing buyer behavior?
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