Many marketers have neglected the importance of long-term advertising due to the rise of hyper-targeted marketing and tech-driven tactics. This presentation provides ample evidence that long-term advertising pays off tremendously, especially for market share growth. The obvious but often-overlooked takeaway is: We need a balance of short and long-term marketing. Look for me on Linkedin or at arthurkoh.com References: Slides 27-29: Binet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising. Slides 32-33: Kantar. (2019). Mastering Momentum. Retrieved from http://www.millwardbrown.com/BrandGuidance/mastering-momentum/ Slides 36-37: Sharp, B. (2016). How brands grow. Oxford University Press. Slide 45: Moore, G. A., & McKenna, R. (1999). Crossing the chasm. Slide 48: Byzalov, D., & Shachar, R. (2004). The risk reduction role of advertising. Quantitative Marketing and Economics, 2(4), 283-320. Slide 55: Keller, E., & Fay, B. (2009). The role of advertising in word of mouth (p. 156). Journal of Advertising Research, 49(2), 154-158. Slide 59: Blank, S. (2013). The four steps to the epiphany. K & S Ranch. Head icon by Naveen from the Noun Project six pack icon by leo-graph.com from the Noun Project Cover image from http://www.welovefitness.eu/item.php?id=2303 Author's pic by AIC.

1. THE ONE THING
FITNESS MODELS
REMEMBER
THAT MANY
GROWING COMPANIES
DON’T

2. Adayortwobeforeaphotoshoot,fitnessmodels
wouldstopdrinkingwatertoenhancetheir
muscledefinition.

3. Someevenspeedupthedehydrationprocessby
drinkingonlyalcohol.

4. Isthatallittakestogetabsthatcastdeep
shadowsandenvy?

5. Obviouslynot,becauseweknowregulargym
sessionsarerequiredtoo.

6. Yetinmarketing,manycompanieshavebeen
focusingonshort-termefficiency...

7. ...whileneglectingthelong-term.

8. Let’stalkaboutlong-termobjective
advertising—theregulargymsessionsthatmake
dehydrationwork.

9. Effectivelong-termadvertising:
1) ReachesexistingANDpotentialcustomers
2) Implantsandreinforcesyourproductand
relevantassociations(i.e.brand)intheirminds

10. Long-termadvertisingisNOTforconversion
rightthereandthen.

11. Engagingconsumerswhoarecloserto
conversionisajobforshort-termmarketing.

12. Thesearegreattoolsforconsumers:
1) Whoalreadyhaveyourproductnameand
relevantassociations(i.e.brand)intheir
considerationsets
2) Orarealreadylookingforasolution.

13. Butlong-termadvertisingisrequiredfor
consumers:
1) Toevenconsideryourbrandinthefirstplace
2) Whodon’tneedyoursolutionyet(we’lltalk
aboutwhythisissoimportantlater)

14. Withoutlong-termadvertising,short-term
marketingROIswilldecreasesimplybecause
there’slessinputforthemtoconvert.

15. Consumerchoicereliesonconsiderationsets,
whicharebuiltfromlong-termexposuretoWOM,
advertising,PR,content,andothersources.
BrandA
Brand B
Brand C

16. Ifthey’reshoppingforalaptop,theymay
considerDell,Apple,HP,etc.

17. Ifyou’resellinglaptops,youneedtobeinthat
considerationset.
Your
Brand

18. Implantingyourbrand=Gettinginto
considerationsets
Your
Brand

19. Reinforcingyourbrand=Increasingor
maintainingyourprominenceinconsideration
sets
Your
Brand

20. Thisiswhylong-termadvertisingisalsocalled
brand-buildingadvertising.

21. Butbecausetheyworkinthelongtermandare
oftenimplicit,they’rehardertomeasure.
Andarehencecriticisedassoft,fuzzy,and
ineffective.

22. It’sraretolooksignificantlybetteronedayafter
agymsession.Whydowekeepgoingthen?

23. Becauseweknowitpaysoff.Theevidenceisright
thereinthegym.

24. Whenitcomestolong-termmarketing,the
evidenceofsuccessisn’talwayssodirectand
clear.

25. Sowecopyblindly,fallforsolutionism,andjump
ontobandwagons.
THE ONLY
MARKETING
TOOL YOU’LL
EVER NEED FOR
THE REST OF
YOUR LIFE!

26. Ittookawhile,butwenowhavesolidevidenceof
long-termadvertising’seffectiveness.

27. Here’sastudyof
966adcampaignsfrom
700+brandsover
80+productcategories.

28. Campaignswithlong-termobjectives(theblack
barsbelow)weremorelikelytoresultin
significantmarketsharegrowth,especiallywhen
measuredover3+years.
% ofcampaigns reportingverylarge market share growth
1-2years
(Campaign duration)
3+years
14%
22%
45%
14%

29. Long-termadvertisingmaylooksoftandfuzzy,
butit’smuchmoreeffectiveforgrowth.
% ofcampaigns reportingverylarge market share growth
1-2years
(Campaign duration)
3+years
14%
22%
45%
14%

30. Tobemoreprecise,certainkindsoflong-term
advertisingismoreeffectiveforgrowth.
I’lltalkmoreaboutitinanupcomingpresentation
“Thenot-so-invisibleGorilla”.

31. Andno,linkingupseveralshort-termcampaigns
doesn’tachievethesamemarketsharegrowthas
along-termcampaign.

32. Let’slookatanotherstudy:
3,907brands
58categories
3years

33. Amongthe146best-performingbrands,the
majorityoftheirgrowthcamefromexposure
(i.e.long-termadvertising).
Exposure
ActivationExperience
+27% growth+7%
+12%

34. Long-termadvertisingissocrucialtomarket
sharegrowthbecause:
Growth=Acquisition–Defection
Togrow,youneedtogainmorenewcustomers
thanloseexistingones.

35. Soundsbasic,butthere’sanimportantwrinklein
thisequation.
MostofyourcustomersWILLswitchbrands.
BecausemostconsumersareNOTloyal.

36. It’sworthrepeating:
MostconsumersareNOTloyal.
Thisisoneofthekeyfindings
fromByronSharp,whohas
emergedasoneofthemost
importantmarketing
scholarsofthedecade.

37. Let’slookatApple,everyone’sfavouritecase
studyofsupposedbrandloyalty.
In2011,Applelaptops’repeat-purchaseratewas
around24-36%.Forcomparison,themarket
leaderDellachieved50-67%.

38. Consumershaveconsiderationsets;theyhavethe
powerofchoice.
Youcannotrelyonexistingcustomerstostay
withyou.
YouWILLleakcustomers.
Thisiswhyreachingnewcustomersisvital.

39. Thisismassadvertising’sjob.
Yes,itcanseemexpensive.
Yes,youhavetodealwiththeoccasionalbullshit
artistfromagencies.

40. Butmassadvertisinghelpsyougetintoandgain
prominenceinpotentialcustomers’
considerationsets.
Your
Brand

41. Inmanycases,it’snecessaryjusttodefendyour
territoryinconsiderationsets.
Your
Brand

42. Ifthere’sonecomfortingpieceofnews,mass
advertisingisn’tthatdifficult,evenwithinthe
attentioneconomy.
(Moreaboutitinmyupcomingpresentation
“Thenot-so-invisibleGorilla”).

43. Consumerscertainlyhavemore
accesstomoreinformation.
Butthey’restilllimitedbytheircognitive
bandwidth;theystillrelyonmentalshortcuts.
3.5/5

44. Especiallywhenthey’repartofthemainstream
market,wheretherealmoneyandgrowthis.

45. Mainstreamconsumers
aren’tasknowledgeableor
enthusiasticastheearlier
marketsegments.
Theyneedassurance.

46. Themainstreammarketforanyproduct,political
movement,orevenreligiousconversionis
risk-averse.

47. Anadforanewlaptopcanneverbemore
convincingthanseeingyourfriendsusingone,
butitcertainlyaddstotheassurance.

48. Massadvertisingassuresbyactingasacostly
signalofqualityandcommitment.

49. Theconsumers’logicbeing:companieswouldn’t
spendallthatmoneyandbesopublicifthey’re
notabletodeliver.

50. Massadvertisingalsocreatescommon
knowledge.
Knowingthatotherpeoplealsoknowabouta
newlaptop,forexample,reducesamainstream
consumer’srisk-aversion.

51. Onasidenote,commonknowledgeisalso
importantifconsumersuseyourbrandtosignal
somethingaboutthemselves.

52. Forexample,aTesladriverwantstobeseenas
modern,eco-friendly,well-to-dobutnot
extravagant.
Butbecause(most)Tesladriversdon’tclaimso
themselves,it’sTesla’sresponsibilityasabrand
tohelpthempubliclycommunicatethesetraits.

53. Common
knowledgeis
alsowhy
luxurybrands
mass
advertise.
What’sthe
pointof
wearing
something
luxuriousif
nobodyelse
knowsitis?

54. Adsthemselvesarealsoinvolvedinword-of-
mouthspread.

55. 36,402Americanswereeachgivenadiaryto
keeptrackoftheirconversationsoverayear.
26%ofconversationsabouttechnological
productswereinfluencedbypaidmediaads;
24%intheautomobilecategory;
21%intravelservices;
15%inhealthandhealthcare.

56. Idon’trunanadvertisingagency.
I’mundernoillusionorprofessionalobligationto
insistonlong-termmassadvertisingastheonly
toolavailableforgrowth,becauseit’snot.
Butit’stheeasiestandmostreliableone.

57. Atthesametime,therearesituationswhen
long-termmassadvertisingisn’ttherighttool
forthejob.

58. 1) Whenyourproductisn’treadyforthe
mainstreammarket.
Here’stheobligatoryDavidOgilvyquote,
“Greatmarketingonlymakesabadproduct
failfaster.”

59. 2) AsSteveBlankpointedoutinTheFourSteps
totheEpiphany,astartup(ora new
productline)shouldonlystartmass
marketingwhenthey knowthere’saviable
marketfortheproduct.

60. 3) Massadvertisingisn’tneededyetwhen
you’restillworkingwiththeenthusiast/
innovator segment.

61. 4) Inthebestcasescenario,yourbusinessmay
alreadyhaveaviralitymechanismbuiltinand
acquisitionratesdon’tseemtobeslowing
downatall.

62. Tosummarisethispresentation...
Youneedamixofshortandlong-term.
Long-termmassadvertising’smainobjective:To
implantandreinforceyourbrandinexistingand
newcustomers’considerationsets.

63. Youneedtoreachnewcustomersbecause
consumersarelessloyalthanconventional
marketingwisdomexpects.
Massadvertisingalsohelpsreassuretherisk-
aversemainstreamcustomers.

64. ThispresentationwascreatedbyArthurKoh.I’mamass
behaviourconsultant.
Ilikeworkingwithchallengerbrandsbecauseit’srarelygreat
whenthebiggestguygetstoobig.
YoucanfindmeonLinkedin.com/in/arthurkohorarthurkoh.com