By Mark Magic Eberra M.A.
It’s that time of year again, when the most creative minds in the advertising industry gather in Cannes to compete for the the best advertising film awards! Or simply put, the best commercial.
Marketing Executives will be right there rubbing shoulders with television celebrities like Kim Kardashian, and Julia Louise-Dreyfus.
But there is something strange about this mix of marketing and glitz which begs the question, is marketing more about show business, or business?
I love to watch entertaining movies, and television shows, as much as the next person. And what any self respecting performer truly dreams of is having millions of people to pay to watch them. That’s why they call it show business!
But what about corporations? Should their marketing departments be more concerned about business or show business? After all, no one pays to watch commercials like they do for movies.
These companies manufacture soap, soup, cereal, and countless other products and services that consumers want and need everyday.
But l do not see many marketing leaders very excited about selling their company’s products the way they are about attending glitzy events like the Oscars, Cannes Lions Film Festival, and Television Upfronts, complete with Hollywood stars on parade.
The real stars of the business world are a company’s goods and services. And those products don’t just need to be seen, they need to be sold.
What good does it do for business if your commercial wins at Cannes, or an Emmy and yet does not increase sales?
The CMO should be just as concerned about increasing sales as the CEO. This year the CEO of McDonald’s was criticized and eventually fired for sagging sales. Yet l did not read one criticism of anyone in marketing, let alone see the CMO fired for spending money on marketing and advertising that failed to increase sales.
The CMO of any company that does not produce sales should be equally accountable as the CEO. The CMO should be right there on that earnings call, along with the CEO, or CFO, explaining to investors the reason behind the success or failure of the sales of their products, not rubbing shoulders with celebrities at the next big gala. After all it’s business, not show business.
At the 2015 Google DoubleClick Leadership Summitt, l listened to Laura Desmond, CEO of Starcom MediaVest Group wax on and on about pop star Rihanna, and the pink dress she wore at an awards event.
According to the SMG Chief, the firm represents big companies like P&G. To which my first thought was, shouldn’t you be talking about Crest toothpaste, and how many sales your marketing and advertising efforts generated for that product?
After all it’s the sales of the company’s products that pay the bills, not Rihanna, or any celebrity.
I believe the best way for the marketing world to reset it’s priorities is to insist on a guaranteed sales increase for every product advertised on any show or media.
It’s fine to sponsor the Grammys or Super Bowl, or to win an advertising film award at Cannes, just make sure your company is making a profit on its marketing and advertising dollars. Or as l like to say, before you buy, get a GSI™ , (Guaranteed Sales Increase!)
Attend a live lecture and Q&A by pioneering inventor Mark Eberra titled
GSI™ THE WORLD’S MOST VALUABLE EQUATION: Why Your Job Depends On It
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