McDonalds spent $963 million on advertising last year and will probably spend even more in 2018. Not because they are going out of business, but because they know that in order to stay in business they have to get people’s attention.
They have to remind hungry people that they sell burgers and fries and chicken sandwiches and such.
If McDonalds isn’t above advertising, why are you?
Because you’re above Mcdonalds? I think not.
You don’t have to eat the golden arches to respect the fact that you aren’t better than an organization that since 1994 decided to stop counting their total number of burgers sold after hitting 99 billion.
I always shake my head when I hear brands say they don’t have an advertising budget. Just as much as I shake my head when I hear artists and creatives say that they don’t believe in marketing.
I am left wondering –– how pretentious can you be?
What is more arrogant? Making a beautiful piece of art and paying to get it in front of people who can appreciate it –– or making something and falsely believing that it is so good that everyone is going to come to you?
The reason so many brands, artists and creatives are paying for attention is because it works. If you aren’t willing to dedicate a portion of your annual budget to the eyes and ears of your customers, don’t pout when they aren’t willing to dedicate a portion of their annual salary to you.
But, not without attention.
By Cole Schafer.
Cole is the copy chief at Honey Copy, where he helps startups make more money through emails and landing pages that read like poetry and sell like Ogilvy. When he isn’t slinging copy, he is right here on Medium sharing ideas about life, business, marketing, burgers and fries. Or riding alpacas.