The proof is in the
63% of Google, Facebook, and Amazon spend in 2022 was offline.
Yet they advocate only spending online!!
Our recommendations are based on not only our experience but on the evidence-based insights garnered by some of the smartest people on the planet at driving growth.
The Godfathers of effectiveness, Les Binet and Peter Field in the must-read The Long and the Short of it and Byron Sharp in his effectiveness bible How Brands Grow.
Balance activation (40%) and long-term brand building (60%) for greater profit
Reaching a mass audience is the most effective strategy
Emotional advertising is twice as efficient as rationale
Get noticed, grab attention and be consistent
Be easy to buy
Short-term metrics aren’t always the best indicators of long-term success
If that’s not enough evidence, none other than Harvard supports the requirement for a second growth engine to ensure continued scale during stage 2 of the product life cycle.
That’s offline media done properly.
Maybe we should have called it Stage 2.5!