Businesses want to ride advertising for not delivering desired results when it comes to sales, but when we look deeper into the situation, the blame for advertising is often the derived result from insufficient product development.
Product development, advertising, and sales are all related. We will try, in the simplest terms, to explain.
First, let's look at sales. We can define sales as the communication between buyers and sellers when sellers try to match buyers’ wants and needs with the products they offer. If the needs and wants are met, sales will go up. If wants and needs go unsatisfied, sales will drop. Not a particularly difficult concept to master.
Second, let's look at advertising. Advertising boosts awareness of the products and helps buyers locate a brand and the products that brand offers. If the advertising gets to the right target market, the target market will see that the product solves the problem they are trying to solve, and they will buy the product. If the advertising attracts the target market but the product does not solve the buyers’ problem, more people will become aware that the product cannot help them.
Both sales and advertising rely on our third element: product development. A good product will aid sales and advertising. This isn't a new concept. Once businesses focus on building a product that answers a buyer's problem, they should look to advertising and selling to help others find out that there is a solution to their issues.
That's the key. Now, sometimes you do need to massage your advertising strategy if the product is already good, because the advertising could be pulling in the wrong market. But instead of immediately blaming the advertising, businesses need to consider the idea that maybe they are not offering the right product.
A poorly made product with great advertising will receive dismal sales because more people are finding out how bad the product is. Not the best situation for your brand to be in.
Focus on bringing the best possible product your brand can offer to the marketplace, then let advertising do its job.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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