Usefulness

We've come some distance from the mighty client who decried half his ad dollars were wasted; if only he could figure out which half.

Did Wanamaker desire a bigger soapbox, a louder bullhorn? Was he tilting at windmills? Or did he truly realize the failure of modern advertising to connect, even in its infancy? Hopefully the latter.

The more we participate in advertising circa 2007, the more we're convinced the "usefulness" of an ad (or even of an entire marketing program) is perhaps the critical measure. In other words, if it isn't useful in some manner -- you've wasted your ad dollars.

Don't make ads.
Make something people will use.

And maybe these efforts will look just like ads. Sound like ads. And maybe they'll be placed like ads.

But they will offer something more than just the visual and verbal language of advertising.

Coupons come to mind.
As do scent strips.

Thank goodness for technology, then, because it's just so much easier to create something useful in the digital space.

Nike+
MonkEMail
H-D Live at Sturgis

Creating something people will use, enjoy, keep, share and discuss is a much better goal for advertising than simply trying to tell.

You're afforded more opportunities to measure.
You're addressing need versus creating it.
You're establishing an interaction -- a relationship, a conversation.

All of these qualities provide a stronger platform for igniting sales, changing opinons and encouraging brand loyalty.

So when do we start?