1. You would like to burn money
2. You don’t want to track your ROI
3. You don’t want to engage your customers
4. You don’t want to give your customers value
5. You want to go down the easy route where you can pick up a phone and place an ad
6. You are stuck in the past and too damn lazy to do something about it!

So, wake up. Smell the coffee. Watch this video from Gary Vaynerchuck.

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I saw this picture on the church of customer blog - this is well worth subscribing too, a great read.

I’m not sure whether this would work in the UK, possibly for the fuel card, but not for guns. What were they thinking? Imagine if some company started giving out free knives? Shocking, especially with the escalating knife crime in the UK

Advertising needs to find a happy balance. People must always ask a few questions:

1. What do you want people to do when they see your advert?
2. Does the advert have continuity? (Does it match your other communication channels?)
3. Is there some form of measurement? (So you can track ROI – hard to do with traditional media)
4. Is the advert memorable? (But for the right reasons and not just for shock value)
5. Can you afford to advertise? And sometimes, can you afford not to in some circumstances when your customers expect to see your brand)

Whatever you do, don’t get suckered by people hawking unnecessary advertising, cheap deals, last minute placements. Make sure you think first, plan and then book.

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