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Stephen Denny
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JJ: practically all the objective research I've seen suggests that only a small portion of the B2B and virtually none of the B2C advertising done ever creates a positive ROI for the brand. GoDaddy is the former. You'll need to ask the CPG brands who perpetually spend millions on ads whether they even track Super Bowl results. I'd tend to think they don't, having worked at one or two of them. As for the Super Bowl and ad creative, let's give GoDaddy a break for a moment and look at Sales Genie -- big success last year, and with ad creative that made GoDaddy look like The English Patient. Advertising isn't about entertainment. No one but the pundits and the creatives themselves cares if the creative is clever or not. It's about results. That means sales - not buzz, not laughs, not anything else. You need to change your definition of what "sucks!"
Toggle Commented Feb 22, 2009 on Sins of the Super Bowl Marketer at Jaffe Juice
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I've got a fantastic yardstick by which marketers should measure their Super Bowl ad efforts. It's called incremental sales. The "R" part in "ROI" is why we advertise. Everything else is just interesting. I've blogged and commented enough on GoDaddy's '09 Super Bowl ads - yes, yes, I know, I get it, no Oscar this year, sophomoric, etc. I've heard that they were going to lose business, that they alienated "all women", and yet their traffic was up 3X and their sales up 110%. I understand that female visitors to the site were 2/3 favorable to the ads. Apparently, the sniffing pundits were all wrong. When my son's Catholic school bought a new domain this week, they bought it at GoDaddy. And frankly as a marketer that works for me.
Toggle Commented Feb 20, 2009 on Sins of the Super Bowl Marketer at Jaffe Juice
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I'm with Drucker. "It is the whole business seen from the point of view of the final result, that is, from the customer's point of view." But I don't know how many CEO's would gravitate to this. I usually default to something along the lines of, "marketing owns sell-through (sales owns sell-in)," which makes sense for companies that work through channels. It's a hearts and minds thing. Good post, thanks --
Toggle Commented Oct 19, 2007 on The Identity Crisis That is Marketing at Buzz Canuck
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A: a good start? I'm not sure who is being served (no legal pun intended) by 17 pages of legaleze, either. I'm sure that on page 14, it says the consumer waives all rights to legal claims if, due to willful malice, your Word document reaches out and kills you. Somehow, I don't know that this stands up well in court. I'll yield to greater authority if someone else knows differently, of course.
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