Domov > Marketing > POZABLJENE MODROSTI OGLAŠEVANJA IZ ZAČETKA 20. STOLETJA

POZABLJENE MODROSTI OGLAŠEVANJA IZ ZAČETKA 20. STOLETJA

18. 7. 2016

Pisalo se je leto 1905. Lord & Thomas je bila takrat ena od vodilnih ameriških oglaševalskih agencij in njen lastnik, g. Thomas, se je nekega majskega večera ravno odpravljal domov iz službe. Takrat mu je kurir prinesel sporočilo, na katerem je bilo napisano:

»Vi ne veste, kaj je oglaševanje. Nihče v oglaševalskem poslu ne ve, kaj je oglaševanje. Nobeden od oglaševalcev ne ve zagotovo, kaj je oglaševanje. Če bi radi izvedeli odgovor, povejte kurirju, naj mi sporoči, da lahko pridem do vas. Čakam pred vhodom v stavbo. John E. Kennedy.«

G. Thomas se je nasmehnil, dal sporočilo svojemu partnerju Albertu D. Laskerju in mu rekel: »Že nekaj let postavljaš to vprašanje in še vedno nisi dobil zadovoljivega odgovora. Mogoče te zdaj odgovor čaka pred vrati. Dobi se s tem človekom.«

Lord&Thomas agencija

Tistega večera se je Albert Lasker sestal s Kennedyjem in do treh ponoči nista zapustila stavbe.

Ko sta jo, je imel Lesker odgovor na vprašanje, kaj je oglaševanje.

Kaj je torej povedal Kennedy tistega večera Laskerju? In kaj je v letih, ki so prišla, prineslo oglaševalski agenciji Lord & Thomas mesto največje oglaševalske agencije na svetu?

Kaj je oglaševanje?

Odgovor, ki ga je izvedel Lasker tisti večer, vas bo presenetil. Je zelo enostaven, njegovo zavedanje pa je imelo daljnosežne posledice. Odgovor se glasi: Oglaševanje je prodaja v tisku.

Čeprav so mnogi poskušali izboljšati to definicijo, je ni še nikomur uspelo. Tako je tudi David Ogilvy, eden od največjih marketinških strokovnjakov vseh časov rekel: »… prodaja v tisku.
Definicija, ki še ni bila izboljšana.«

Pa poglejmo podrobneje filozofijo, ki se skriva za takšno definicijo oglaševanja.

a) Rezultati oglaševanja morajo biti merljivi

Podjetje ne sme biti zadovoljno le z mnenji o tem, ali oglaševanje deluje. Sam doseg oglasa, priklic oglasa in podobne kategorije so brezpredmetne. Oglaševanje mora biti zastavljeno tako, da je mogoče njegove učinke meriti. Podjetje mora torej dobiti dokaze o učinkovitosti oglaševalskih akcij s tem, da meri njegove učinke.

Od prodajalca pričakujete, da bo prodal izdelke in dosegal postavljene prodajne cilje. Zakaj ne pričakujete tega tudi od oglaševanja? Ali bi bili zadovoljni, če bi vaši prodajalci na koncu leta rekli, da so naredili »velik splošen vtis na javnost«? Verjetno bi jih ob takšnem odgovoru hitro odpustili. Zakaj si potem vodja marketinga lahko privošči takšno izjavo?

Od oglaševanja morate zahtevati, da bo prodajalo vaše izdelke, ne pa le napravilo »velik vtis«. Od vtisa se namreč ne da živeti.

b) Oglasi morajo pritegniti pozornost potencialnih kupcev

Veliko oglasov, ki jih vidim, želi pritegniti pozornost vsakogar. So smešni, kričijo, bi radi zabavali. Takšni oglasi sicer dosežejo veliko ljudi, vendar navadno ne potencialnih kupcev.

Razlog za to, da je zabavnih oglasov veliko, je v tem, da se za njihovo pripravo ni potrebno posebej truditi. Ni potrebno poznati oglaševanega podjetja, ni potrebno poznati izdelka, ki ga hočeš prodati.

Da bi v oglasih pritegnili pozornost potencialnih kupcev, morate najprej zelo dobro poznati koristi tistega, kar prodajate, in se poglobiti v izdelek. Izdelek morate poznati do potankosti, da ga lahko pozicionirate in na koncu naredite zmagovalni oglas. Oglasi so učinkoviti, če prepričajo, ne če zabavajo.

c) Oglasi morajo povedati celotno zgodbo

Oglaševalci morajo v svojih oglasih povedati celotno zgodbo o svojem izdelku. Velike slike brez besedil le redko dosežejo kakršenkoli učinek. Da bi lahko povedali svojo zgodbo, morate slike podkrepiti z besedilom. Od tega, kako je napisano besedilo, pa je v veliki meri odvisno, ali bo bralec prišel do naslednje stopnje v nakupnem procesu.

Zato morajo biti besedila vaših oglasov prepričljiva, morajo povedati koristi, ki jih bo imel kupec in ga na koncu pozvati k dejanju. Eden od najbolj učinkovitih oglasov v zgodovini oglaševanja je bil oglas za Rolls-Royce, ki ga je pripravil David Ogilvy. Oglas je imel sliko in 600 besed. Njegov naslov se je glasil: »Pri 60 miljah na uro najglasnejši zvok v novem Rolls-Royceu prihaja iz elektronske ure.«

Oglasi so učinkoviti, če prepričajo, ne če zabavajo.

»James Web Joung, eden od najboljših piscev marketinških besedil pravi, da ima vsak oglaševalec isti problem – kako pripraviti oglase, ki jim bodo ljudje verjeli.

Natančni opisi izdelka (predvsem koristi in posebnosti izdelka) v oglasu delujejo zaradi psihološkega zakona, ki pravi, da boljše poznavanje izdelka (osebe, koncepta) prinese tudi večjo naklonjenost do njega. Predstavljajte si, da kupujete nov televizor. Svojo izbiro ste skrčili na dva modela – Sony in Phillips. K vam pristopi prodajalec in vam natančno pove, katere tehnologije uporablja Sony, zakaj je boljši od konkurence, kako enostaven je za uporabo itd. Pri Phillipsu pa reče le, da je televizor lep in da o njem ne ve dosti. Za katerega se boste odločili?

d) Testiranje je ključ do uspeha

Oglaševalec se ne sme zanašati na domneve o tem, ali bo oglaševanje delovalo ali ne. Namesto tega mora oglase testirati in videti, kateri imajo največji učinek. Oglaševalec se mora torej zanašati na dejstva ne na domneve. Če ugotovite, da pri prvem oglasu plačate 100€ za eno povpraševanje in pri drugem 1000€ za povpraševanje, potem je jasno, da prvi deluje bolje kot drugi.

Če se bojite, da bo šel vaš oglaševalski denar v nič, natisnite svoj oglas, ki ga želite objaviti v reviji, in ga v pismu pošljite 1000 potencialnim kupcem. Nato opazujte odziv. To je lahko najboljši test o tem, ali bo vaš oglas v reviji deloval ali ne.

Kaj se lahko naučite iz te zgodbe?

Radi bi povečali učinek svojega oglaševanja. Kako vam lahko pomaga Laskerjeva zgodba?

  • V prvi vrsti se morate zavedati, da je poglavitni cilj oglaševanja, da vam pomaga prodajati izdelke. Zapomnite si: oglaševanje je prodaja v tisku. Če oglasi ne bodo prodali vaših izdelkov ali pomagali premakniti potencialnega kupca na naslednjo fazo v nakupnem procesu, ste le zapravili denar vložen vanje. Zato se izognite »pametnim« oglasom, ki ne povedo ničesar.
  • Preden objavite oglas, ga pokažite nekaj svojim potencialnim kupcem, ki ne poznajo vašega podjetja. Če ti ne bodo vedeli, kaj jim hoče oglas sporočiti, če jim ne bo jasno, kaj so glavne koristi, ki jih obljubljate, če se jim bo zdel oglas premalo verodostojen, če ne bodo vedeli, kako priti do več informacij o njem, ga popravite in ponovite postopek.
  • Merite učinkovitost oglasov, ki jih objavite. Poznam nekaj podjetij, ki so objavljala lepe celostranske oglase za svoja podjetja. Na njih so bile lepe slike in njihovi logotipi. Učinek oglasov je bil ničen. Nikoli se ni niti en kupec odzval na te oglase. Ko so podjetja svoje kupce spraševala, kje so izvedeli zanje, se ni niti eden spomnil, da bi kdaj videl omenjene oglase.
  • Ne bojte se biti v oglasih direktni. Če ponujate najcenejše tiskalnike Epson, to povejte v oglasu: »Najcenejši Epson tiskalniki v Sloveniji«. Če prodajate sistem, ki podjetjem prihrani 20 % pri stroških ogrevanja, recite: »Prihranite 20 % pri stroških ogrevanja s pomočjo sistema Prihranek«. Naslovi v slogu: »Svoboda življenja«, »Izberite varnost« in podobni so preveč splošni, da bi pritegnili pozornost ravno vaših potencialnih kupcev.
  • V oglasih vedno povejte bralcem, kako lahko pridejo v stik z vami: ne pustite jih v nevednosti! Navedite svoj naslov, svojo telefonsko številko in naslov spletne strani, tako da bodo lahko prišli do dodatnih informacij o vaši ponudbi.

Srečen konec!

Vsaka zgodba ima lahko srečen ali žalosten konec. Pri eni od najbolj pomembnih zgodb v zgodovini oglaševanja je konec za nekatere srečen, za druge žalosten. Srečen je za tiste, ki so znali Kennedyjevo filozofijo uveljaviti tudi v svojih podjetjih in agencijah. Nesrečen je za tiste, ki jo ignorirajo.

Za agencijo Lord & Thomas se je zgodba končala srečno. Z znanjem, ki jim ga je zaupal Kennedy, so bili še dolga leta vodilna svetovna oglaševalska agencija in nekakšen učni center za pisce marketinških besedil v celotnih ZDA. Za svoje kupce so pripravljali marketinške akcije, ki so z rezultati bogato povrnile investicije vanje. Kennedy je s sodelovanjem z njimi postal najbolje plačani pisec marketinških besedil na svetu.

Naj ima tudi vaše oglaševanje razlog!

Avtor: Robert Rolih

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Author

  • Robert Rolih

    Robert Rolih je bestselling avtor knjige The Million Dollar Decision in evropski javni govorec leta 2015 po izboru Professional Speakers Academy iz Londona. Svoje prvo podjetje je ustanovil iz ničle v študentski sobi, ko je bil star 23 let. Nato je do statusa vodilnega podjetja v branži pripeljal dve blagovni znamki. V zadnjih letih je naredil preskok od predavatelja, omejenega na Slovenijo, do predavatelja, ki si na zahodnih trgih deli oder z največjimi predavateljskimi zvezdami sveta, kot so npr. Gary Vaynerchuk, Brian Tracy, Rian Diess, Robert G. Allen, Andy Harrington in drugi.

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Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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