Clients wanted
Must be willing to accept
- Less reach
- Fewer impressions
- Lower frequency
- Declining ad spend
Customers preferred.
Strategy
MediaMake something people tell their friends about.
RetentionDon’t make the product worse.
PerformanceCharge a fair price.
CreativeTell the truth.
Answer the phone.
Stop hiring us.
Media plan
| Channel | Budget |
|---|---|
| Search | |
| Social | |
| Video | |
| Influencers | |
| Out of home | |
| Total |
Revised recommendation
$0
Put it into the product.
We were asked to make people aware of this kettle.
We recommended making a kettle worth knowing about.
20-year warranty.
Repairable heating element.
Replacement parts kept in stock.
Suppose they did it.
Year three: sales up.Nobody could remember an ad.
The client is invented. The kettle isn’t: Schekinov Alexey Victorov, CC BY-SA 3.0.
The brief
How much are you spending on advertising?
$
What would you fix with that money?
Recommendation