Tom Dougherty, CEO – Stealing Share
26 July 2017
Motorola finds its aha moment…sort of
Well, golly gee. Someone’s actually thinking about a common mistake brands make: Putting the cart in front of the horse. Welcome to logic, Motorola.
Motorola’s VP of global marketing & communications, Jay Huckfeldt, said advertising on digital platforms like Facebook didn’t work. Why? Because, as Huckfeldt says, “When consumers are going through content, when something doesn’t have a hook, they just skip it. It doesn’t break through the clutter.”
“So advertise on Facebook and Twitter all you want. It’s money lit on fire if there’s no messaging strategy behind it that’s different and better than the competition.”
Duh. Logically, it makes sense that strategy creates preference, not the way you promote it. But you’d be surprised how many marketers screw this up. Many believe any old strategy, especially one that’s not differentiating, can work if you’re smart about where you advertise and throw enough money at it.
Motorola spent more than $25 million already this year in advertising, money that’s just pissed away because it didn’t have a compelling message. As Huckfeldt noted, the budget didn’t “move the needle overall.”
Motorola gets one part right, but not the other
Having a media strategy is important. But the fact that you spend on Facebook doesn’t meant jack squat if your brand and marketing messages are easy to ignore.
Think about this. Thousands of messages reach us each day. Even the logo on an ink pen is a message. How do consumers sift through all the muck? They ignore what’s not about them. It’s human nature to simplify things. So, even without knowing it, we ignore what’s not important to us.
So advertise on Facebook and Twitter all you want. It’s money lit on fire if there’s no messaging strategy behind it that’s different and better than the competition.
Of course, that’s hard work. And Motorola, introducing its moto z phone doesn’t get it right. Its tagline, “Hello Moto,” does nothing. The features of its unbreakable glass and camera projection are interesting enough. But there’s little reason to prefer a brand without an emotional and differentiating message.
So even Motorola has a ways to go. But at least it understands strategy is most important. That’s better than most brands.
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