Adam Ferrier: “99.9% Of The Time People Do Not Give A Shit About Your Brand”

Adam Ferrier: “99.9% Of The Time People Do Not Give A Shit About Your Brand”
SHARE
THIS



Industry sage and psychologist Adam Ferrier has delivered what could best be described as an “advertising 101” lesson to conference delegates in Sydney.

The keynote at oOh!media’s “World Of Unmissable” on Friday, the Thinkerbell boss was quick to remind the room full of marketers “that 99.9 per cent of the time people do not give a shit about your brand” and that, he added, meant “you’ve got 0.01 per cent of their time to try and make them consider you against everyone else in that category.”

Advertising’s primary role was to change people’s behaviour, Ferrier said, and you can do that one of two ways – by increasing people’s motivation and desire for the brand or making it easier to buy or more available.

But here was the curveball, agencies and the ads they made weren’t that great at creating motivation to buy, Ferrier believed.

“What (most marketers) do in their jobs is to get people to consume or buy brands and most people think it’s to increase a customer’s motivation, but it’s not,” Ferrier revealed.

“The better way is to make things easier for the consumer, to enable them to interact, to buy, to read, play with our brand and that should be the primary job of a marketer,” he said.

And that leads us back to the 0.01 per cent. It’s there, taht “gotcha” moment, Ferrier believed people choose to buy. But it’s not a brand, it’s a category.

“The trigger is ‘I need a drink’, ‘I want a car’, ‘I need nappies’, ‘I need a home loan’, whatever that may be and then the job of the brand is to get into that consideration set and then you’ve got 0.01 per cent of their time to try and make them consider you against everyone else in that category.

“And how we do that is to make our brand easier to buy versus our competitor. And how we do that – according to Byron Sharp from the Ehrenberg-Bass Institute – is spend as much money as you possibly can on advertising, and how do you spend it? Well, you get your budget, divide it by 12 and spend that much every month.

“And you can make things easier with short, sharp reminders that gets stuck in consumers’ minds and, as a very un-PC way to say it, get up and in their face.

“It works on two psychological principals. It’s the exposure effect – the more exposed to a product we are the more familiar we become with it and then the more we like it, and the more we like it the more we are to consume it.

“The second way is by conditioning. You pair one stimuli with another to create this nice warm feeling and that’s how very simple advertising works and that makes it easier for a customer to consume your brand over someone else’s,” he concluded.

Latest News

Natalie Bassingthwaighte To Host Ten Reno Show ‘Changing Rooms’
  • Media

Natalie Bassingthwaighte To Host Ten Reno Show ‘Changing Rooms’

Network Ten has announced that Aussie actress and singer Natalie Bassingthwaighte play the role of host on the revamped renovation show Changing Rooms. A woman of many talents, Bassingthwaighte has had a long association with Ten with previous appearances on Neighbours, The Wrong Girl and So You Think You Can Dance Australia. More recently Bassingthwaighte […]

Tuesday TV Wrap: Nine Wins, ‘Take Me Out’ Tanks, ‘Today’ Goes Under 200K
  • Media

Tuesday TV Wrap: Nine Wins, ‘Take Me Out’ Tanks, ‘Today’ Goes Under 200K

Channel Nine was again the victor on a quietish night of TV last night with programs most noticeable for their lack of an audience. Seven’s dating show Take Me Out has struggled since launch and had its lowest audience ever last night, managing 503,000 and down 17 per cent since its debut. Another problem for Seven is 800 Words, managing just 459,000 […]

by B&T Magazine

B&T Magazine
WhichCar TV To Launch In 2019 On Channel Ten
  • Media

WhichCar TV To Launch In 2019 On Channel Ten

Bauer Media and Network Ten are proud to announce an exciting new television show for 2019 showcasing everything new car buyers need and car lovers want.

QLD Department Of Health Aims To ‘Stop The Rise Of STIs’
  • Campaigns

QLD Department Of Health Aims To ‘Stop The Rise Of STIs’

In order to address high STI rates and lack of knowledge amongst young adults, Khemistry – a GrowthOps business – has created a multi-channel campaign for the Queensland Department of Health. The campaign encourages sexually active young Queenslanders to get tested, use protection, every year or with every new partner. STI rates in Queensland are […]

Toffee Studios Launches ‘To Be AWARE Is To CARE’ Campaign
  • Campaigns

Toffee Studios Launches ‘To Be AWARE Is To CARE’ Campaign

Spring has sprung and so has Aware Sensitive Laundry Detergent’s brand-new campaign designed to inspire the next generation of conscious considerate cleaning. If you knew Aware Sensitive, you would know that they are the original eco-warriors that brought us Orange Power – the eco-friendly cleaning products derived from orange oil. You would also know that […]

On Of The UK’s Top Newspapers Forced To Apologise To “Disgraced” Sir Martin Sorrell
  • Media

On Of The UK’s Top Newspapers Forced To Apologise To “Disgraced” Sir Martin Sorrell

One of the UK’s most prestigious mastheads, The Financial Times, has been forced to apologise to Sir Martin Sorrell after it included the former WPP boss in an article about disgraced CEOs. Sorrell stepped down from the company he created after 33 years in April amid allegations of financial impropriety and unsubstantiated reports he’d used company credit […]

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Launches Specialist Government Solutions Division
  • Media

Dentsu Aegis Network Launches Specialist Government Solutions Division

Dentsu Aegis Network (DAN) has launched a new division providing specialism and expertise in Government marketing and communications in Australia. Based in Canberra, DAN Government Solutions will leverage the extensive power of the Network nationally to deliver strategic outcomes for Federal, State and Local Government clients across the country focused on opportunities outside the scope […]

Ten Unveils Trailer For New Dating Show ‘Blind Date’
  • Media

Ten Unveils Trailer For New Dating Show ‘Blind Date’

Network Ten certainly isn’t bored of the dating genre just yet, today unveiling a first trailer for its version of the UK television phenomenon Blind Date. Playing cupid, comedy superstar and Blind Date host Julia Morris (pictured above), will be at the helm to help would-be suiters search for their ideal partners. Each week, one single […]

by B&T Magazine

B&T Magazine
The Star Entertainment Group Unveils New Marketing Management Team
  • Marketing

The Star Entertainment Group Unveils New Marketing Management Team

The Star Entertainment Group has announced a marketing structure and direction, under the leadership of chief marketing officer, George Hughes. A major initiative for an organisation with a market cap of around $5 billion, it reflects the shift to a cohesive and coordinated marketing approach for the Group’s three owned and operated properties, The Star Sydney, […]