wommp

A simple question.  To communicate a message to the consumer - many believe that increased communication and presence will lead to increased confidence and increased sales.

But, if the goal is to increase sales, then why have advertisers lost sight of what's important to youth customers? Why are they alienating youth by interrupting them with advertisements?

Opportunity.

If I advertise on a billboard, I have the potential to reach 100,000 people/day. If I advertise on a popular social network, I have the potential to reach 1,000,000 youth/day. Imagine I’m an Ad exec and I say to my client, “I can connect you to 1M people and it will only cost $0.10/ person.” Wow. That’s Potential!

But what about the chance to interact with youth customers who are interested in your products and want to know more? 

Imagine if instead I had said, “I spent $1/person engaging with 100,000 youth who love our brand, have purchased our product and want to buy again.  I know their needs, and how we can adjust our product to meet their needs.”  Who did a better job?

The real question is, “Would you rather talk to a large group of people for a lower price, or enage with smaller group for a higher price?”

Option 1: large multi-channel campaign. Even if it doesn’t arouse youth, the message has the potential to enter the subconscious of ten times the number of youth than the second option. But how do you measure the value? The subconscious is too unknown, too unproven, and too unsuccessful to waste $112B a year in hopes that messages sent to millions will be successful. How many times do we need to hear that youth don’t like advertising before the advertising agencies change they communicate messages to youth?

Option 2: do something different. Focus on interacting with customers on their terms. Build relationships, not faux-connections. Build a brand, not an interruption agency. Build meaningful messages, not spam. If you think, “What is she talking about? Our ads are relevant, engaging and beautiful.” I might agree. Perhaps they are, in a world where there are only 10 advertisements.  But today youth are surrounded by countless messages. They can barely remember what they had for breakfast, let alone the 40 ads they saw online while checking their email. It’s easier for us to tune them all out. In the world of youth, ads = spam.

wommp understands this. we're doing something different. the real question is, are you?

Afterthought: wommp is an example of the 2nd option. But it's also pioneered by youth. When will the rest of the advertising community wake up? Am I dreaming, or is everyone else just asleep?