I’m currently writing this from sunny and warm Las Vegas as I sip a rum and coke at the airport. It’s a wonderful town that I always love visiting. I’m here specifically for the the Money 2020 conference which is a gathering of financial folks of all sorts to talk about the future of the industry. If you know me at all, you know that I love to follow the money to find out what’s actually happening which is largely why I’m here. One thing I noticed though, is the gross and, in the words of Hillary Clinton, deplorable state of the media buying surrounding this conference. There’s a handful of offenders that stick out in my mind, but I want to just say something that should be obvious to any marketer that gives a shit.
Buying a billboard that’s half a mile a way doesn’t do anything for you.
Now let me be clear I’m not railing against outdoor. In fact, I think outdoor in general is actually a pretty good deal at the moment. No what I’m railing against is lazy marketing. (Yet again). Buying on points in a zip code is easy. Buying actually relevant ads is hard, but that’s where all the ROI is. Think about this for a second. For a conference that costs $3300 to attend, do you think they’re taking taxis, or do you think they’re taking limos and ubers?
I’m waging a crusade. A crusade against lazy media buying.
The worst part is this is incredibly solvable. All it would take is doing diligence on the actual buy. That being said I don’t want to wholesale throw marketers under the bus. There are very real time and resource constraints that dictate these things. What companies need to realize is that marketing lies in 2016. We can measure ROI. Treat marketing like a profit center rather than a money pit.
If you invest in your media buying you may actually see some great returns.
Media Buying For Conferences Is Fundamentally Broken. was originally published in Fits About Prints.