While watching the touring cars, and every were you look from cars to track banners, even crash helmets, there is advertising
Ok its good to keep the costs down, to us the buyer/ watcher, but what do these investers see as hard earned cash?

I have never bought a thing of a brand that i would not use, with out having a recomondation from a friend or family.
so why would i or any other sane human being buy somthing beacuse "they saw an advert on some fany race car" or TV advert

My thinking is, examples, TV advert for repalcment windows, me thinks, yes thats for me. do i ring them up. book, pay, and get a poor job done,

NO, i ask my friends, neighbours etc, who did the best job, best price, etc and get the best deal for my money

Equally just because some fancy Audi on ITV is swanning about, do i want to buy one,

No, i like my Mondeo!!

I do not get the advertising hype

Steve

The fact that you are talking about it shows it works. You might not buy anything from seeing the adverts however, some people will.

Take that god awful Go Compare advert ask anyone and they usually say its annoying but, i bet the same people will check out the website if they are looking for insurance.

Brand awareness

You might not buy something off the back of an advert, however if you've never heard of them then you certainly wont buy it! Word of mouth is of course far better though.

The buying process has something like 7 stages.

(i did my marketing course 20 years ago so this is very rusty).

Its something like "identify need", "identify companies to fulfill need", "refine companies" etc etc. The final section is 'reassure me i made a good decision'.


Advertising covers the 'identify companies" section & if they're doing well a bit of the 'reassure me i made a good decision'.

Of course you can also use the advertising to create perks - sponsor a car company racing and get tickets to watch the racing as part of the deal which you then make into competitions for your customers etc etc.

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Originally posted by dave
The fact that you are talking about it shows it works. You might not buy anything from seeing the adverts however, some people will.

Take that god awful Go Compare advert ask anyone and they usually say its annoying but, i bet the same people will check out the website if they are looking for insurance.

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i guess a company that puts a lot into advertising will put a bit more confidence into their products.

LCD tvs... you have Sony, Panasonic, LG, Goodmans, Technika etc

technika and goodmans might be every bit as good as the others, but i think becuase you never hear of them or see them advertised, straight away you discount them, and then look for recommendations from friends etc on the others, Sony, Panasonic, LG etc.
of course if goodmans made as good an advert as sony, i might consider them, but i'll stick with Sony or LG myself
thats how i think it works anyway, not that you'd see an advert and automatically think 'must buy that...'

[Edited on 2/10/11 by blakep82]

Good point. It's like Ohn.. I've never seen them advertised so I can only persume it's Asda cheapo brand, but then it could be made by Sony and sold under licence

Another thing to consider is that racing is bloody exspensive even if it is a factory team it all has to be paid for by some body. Its not just 1 car a driver and 5-6 pit crew,theres the other 2-3 shells that had to be caged ready to be made up, and the 50-100 people that all get paid a wage. Unless your car is red with a black horse on it's nose the only way to pay for it is to cover the car, truck, overalls and every thing else in the brands that have put money in to the team.

I am not questioning the why the advertisers put there money into a bottomless pot, but what do they get out of it ?

Just because a car has a Dunlop or shell sticker on it, does not mean we all go out and buy Dunlop tyres and shell oil
likewise, a helmet advertising some printer cartridge company (i cant remember the name) does not make us find the website and order
20k worth of printer accessories

It does not work like that in the real world

I think your missing the point . Name on the car hospitality tickets for top customers .Dunlop etc taking big wigs from haulage firms etc for a free day out and very tax effective and more orders for more tyres

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Originally posted by steve m
I am not questioning why the advertisers put there money into a bottomless pot, but what do they get out of it... ?

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Originally posted by steve m
It does not work like that in the real world...

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i dont know, i feel a bit more positvely towards a drinks brand like Relentless becaused they had sponsored a le mans car a year or two ago. the effect of advertising isnt obvious in most cases, its tiny, on a pretty much sub conscious level i think.

for sponsors there are any number of reasons. it may be down to a fun way to spend some company cash for a director, an ego trip as others have said, or a good way to impress clients by dragging them along to events.

[Edited on 3/10/11 by swanny]

i'd have never thought of buying kuhmo tyres, thought they were just a nasty cheap brand, til they started to sponsor the scottish XR2s at knockhill a few years back, then you start to think, if the XR2s are racing on them, they can't be that bad... then i'm more likely to buy them. ok i haven't, so i don't know if they are that good lol

as for those printer cartridges, chances are, if they hadn't advertised on that helmet, you may never have heard of that company. next time you go to get printer cartridges you might get a shock on the prices in tesco, pc world or wherever you buy from. you might think 'wonder what that place sells them for...' ok, maybe not you, but other people maybe.

I've seen places advertised that i've not heard of before and looked them up to find out

I think it's stupid when the winner of a race puts 2 baseball caps on - presumably he's under contract to wear them when in front of the camera, but it just looks silly...

Who actually pays for advertising ? The companies that DON'T advertise, that's who

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Originally posted by mad gaz
Name on the car hospitality tickets for top customers .Dunlop etc taking big wigs from haulage firms etc for a free day out and very tax effective and more orders for more tyres

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Company big wigs get tax free perks.
Days out at the race track. . .
A friend works at a fairly high level for an oil company.
He and his son got a few days out in Bahrain, all expenses paid (flights and accomodation, 1st class), in the pits to meet the drivers etc.
That's why they do it.

[Edited on 3/10/11 by Confused but excited.]

Plus if they pay, say Ģ20k for the sticker, and it generates Ģ20 of sales then bonus

We had to run Toyo Tires stickers on our cars one event a couple of years ago, because they were an event sponsor (what did I get out of it? Sweet FA, I mean, nothing; when I didn't win, I didn't get any free tyres or even a discount??). BUT I did think of R888's first when I thought of upgrading my rubber on my car. We only get the hard compounds here in Canada, so they are not the best for a 7 apparently. So I had to give my head a shake and start thinking before committing to buy tyres. THAT is why they sponsor things. Because it leads to more money in their pocket.

It works.......
I've just ordered my sign writting for the Mk Indy. Had it on my previous works van (which was also yellow) and it really does catch the eye. Had a few calls from people who said they saw the van, with the Mk Indy being a real eye catcher I'm hoping for a few calls or hits on the web site. It only take 1 in a 1,000 to pay for its self

As an example, when you buy cola you will most likely reach for Coca Cola or Pepsi because they have such a large market presence. Clive's Courageous Cola might be much better but you haven't heard of them, so you assume they must be like Tesco value cola or Panda cola. You don't see a Coca Cola advert and think "Yes, I really must go out right now and buy Coca Cola and disregard all others". But it puts it in your mind that they're a big company with big sales, which must mean they're a good brand. Clive's Courageous Cola can't be very good if no one is buying it, and you know no one is buying it because you've never heard of them.

So when you see Yokohama, Toyo, Dunlop and so on plastered all over everything, you get the impression that they must be big sellers, and if they sell a lot they must be good. When you go to buy new tyres they spring to mind first and you investigate which particular Yokohama, Toyo, or Dunlop tyres to buy. You don't go looking for Jingo or Primo tyres.

I went to an event sponsored by Red Bull. I was given a free can for being a marshall. I thought it tasted awfull, but it goes to show if you plug something enough people will buy it.

Coke outsells all the other "colas" by double. And they are definitely not the cheapest.

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Originally posted by David Jenkins
I think it's stupid when the winner of a race puts 2 baseball caps on - presumably he's under contract to wear them when in front of the camera, but it just looks silly...

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Now that is the bit I don't understand.
Why pay them extortionate prices to advertise for them?
Back in the day, this sort of promo gear was given away free.
If they asked you to walk around with a sandwich board on, you'd tell them to do one, yet people do just that all the time, exept it's a tee shirt. And they pay for the privelege.
There is definitely one born every minute.

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Originally posted by Confused but excited.
Now that is the bit I don't understand.
Why pay them extortionate prices to advertise for them?
Back in the day, this sort of promo gear was given away free....

...There is definitely one born every minute.

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