I like Roy Williams and I actually like most of this article. But something not said needs to be cleared up. Not for the article’s sake, but for the sake of small business owners who all too often buy into one of the worst myths about advertising.
High rent accomplishes the same thing as advertising. It gives you exposure.
Exposure is what advertising DOES, but it is NOT how we evaluate success. The purpose of advertising in a small business is NOT exposure. It is to generate a measurable response that advances a sale. Period.
If I buy an ad in the Wall Street Journal and get no new customers, it matters not how much “exposure” I received.
If I buy an ad in the Wall Street Journal and get congratulated on how professional it looks but I get no new customers, it still sucks and exposure is still meaningless.
A hefty amount of bull circulating about image and brand and marketing only exists because most businesses aren’t tracking response. They simply don’t know any better. A better situation for ad sales reps, to be sure. Also better for the “creative” ad firm reps who know how to be “creative” but not how to sell. Much worse for the business.
I find it endlessly entertaining that a “big company” advertisement winning awards has little or nothing to do with results. Instead they are handed out as a sort of insider’s secret handshake of self-congratulatory puff. “Oh, look at how brilliant we are. The soul of the brand of the company was so powerfully communicated by the sparkly blue snowflakes.” My, oh my, the businesses that would no longer exist were they held accountable for results! Off with their heads!