The End Of Calgary And Lethbridge Newspaper, Tv, And Radio Advertising: The Pepsi Generation Leads T

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The End of Calgary and Lethbridge Newspaper, TV, and Radio Advertising: The Pepsi Generation Leads the Way

May 31, 2010 David Howse

Calgary, Lethbridge, and Alberta: Newspapers, TV, and Radio Advertising can cost you your business.

Visit my Calgary Marketing and Lethbridge Advertising site for more at www.davidhowsemarketing.com

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Lethbridge and Calgary TV, Radio, and Newspaper advertising won't die any time soon - because they still work... well, kind of work... some people say they work..., I don't know who those people are, but I'm sure a salesperson will tell me who those people are.. maybe.

[Before you continue, this post recieved a comment via Facebook. Here are are words of a business owner: "David the first year at ------ pharmacy i spent thousands upon thousands of dollars on radio and newspaper ads that in my opinion did nothing for me to increase my business.I went with a free standing sign outside which only cost me $150.00 per month to rent and my business just went up and up with ...
... just a few draw cards.The local radio company came into my office several times trying to convince me that it [radio] is the way to go for long time [sic] [term] advertising but i have to say i saved alot of money by just using that sign outside the store.

—- OK, now for the post —

In early 2009, the Seattle Post-Intelligencer ended its 146 or so years as a paper-based publication. Its move to go on-line-only was driven by the dominance of the Internet. As new generations enter the target demographics of advertisers, those generations come in with something different from their previous cohorts - for them, the internet is the norm. Douglas Coupland coined the term Generation-X whose defining characteristic was in being the first generation born and fully integrated in to a technological world.

Now, people born post 1995 (though for many, post 2005), are fully integrated in the world of the Internet. I am a Gen-Xer but my first use of the Internet wasn't until I was 22 or 23. So, businesses wishing to connect with those born after 1995 have new challenges awaiting them. Pepsi, though having a broad demographic, tends to targeted the youth. Because Pepsi is after the under 40 demographic, traditional media such as print, radio, and TV makes no sense at all.

In an excerpt from WARC, Frank Cooper III, chief consumer engagement officer for PepsiCo's US beverage division stated, We want to become a catalyst in the culture rather than act like a big brand announcing something.

[He] argued that changing preferences and habits mean many traditional methods of advertising now seem outdated. (WARC MAy 31, 2010 http://www.warc.com/News/TopNews.asp?ID=26769&Origin=WARCNewsEmail)
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You don't need a million members - the Internet (Facebook in this example) works if you have 300 people in your group or 3 million.

In a previous blog article I described advertising as something you do when you can't talk to people on an individual business. Further, advertising is akin to screaming. When you competitor screams, you have to scream louder - if advertising will work at all. Newspapers, Radio, and TV play the pimps / drug dealers in this role. They know what your competition is doing and they know the only way you will beat the competition is to spend more on advertising - to shout louder. Now don't get me wrong, almost all forms of promotion have some element of advertising.

The difference in good and bad advertising is in how the promotion is carried out. If a reasonable person could translate the ad in to the business saying, CAN I HAVE SOME MONEY NOW? then it's advertising. If the customer has to think hard about, what's in it for me? then it's advertising. Advertising in itself isn't a bad thing, even CAN I HAVE SOME MONEY NOW? and what's in it for me? can, at times, work. The real problem with Radio, Print, TV, are the sales people.

For Pepsi Co., Social media [the internet] has been the primary marketing channel (WARC). Pepsi knows how to market. They know, newspapers, TV, and radio, can't get the job done in today's market. In Lethbridge, Calgary, and the rest of Alberta, I guarantee you there is some advertising sales person selling their product to a customer that, in the end, will just be throwing their money in the garbage.

This is how a business should advertise:

1. What is the goal (i.e. why do you think you need to advertise)?
2. Who is the target demographic?
3. Where is the target demographic? (the internet, newspaper, TV, radio, etc.)
4. Design the advertising based on the WHERE - number 3.

Advertising salespeople generally don't follow this process.

If the Internet is good enough for Pepsi, do you think it will be good enough for your business? The great thing about the internet is you can do what Pepsi does for close to the same cost as your current newspaper, radio, and TV budget. The Internet can put a business closer to parity marketing with the world's brand giants than could any traditional advertising.

Call me if you would like to discuss alternatives to newspaper, tv, and radio:

In Calgary call, 403-991-8863

In Lethbridge call, 403-393-8863

Thank you for reading,

David Howse

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