Why Big Brands Still Advertise?
Picture this: It's a sweltering summer afternoon in Dar es Salaam, and you're craving something cold, fizzy, and satisfying. What pops into your mind first? For most, it's Coca-Cola. Not because it's the only drink in the world but because it's the one that's everywhere on billboards, in radio and TV commercials, and even on the jerseys of your favorite football team. Coca-Cola didn't become a household name and stop there. They kept showing up, again and again.
This isn't a quirky obsession with staying in the limelight. It's a calculated move that highlights a universal truth: Visibility equals profitability. Even for household names, staying relevant means staying visible.
Let's dive into why the biggest brands in the world still advertise and what this means for businesses of any size.
Out of Sight, Out of Mind
When Nike launched its iconic "Just Do It" campaign in 1988, it wasn't just selling sneakers; it was creating a movement. Fast forward to today, and the slogan is as fresh as ever, plastered across social media, TV screens, and influencer endorsements. Why? Because if Nike stopped marketing, it wouldn't take long for competitors to swoop in and claim that mental space.
Consumer attention is here today and gone tomorrow. We're bombarded with thousands of messages daily, from TikTok videos to targeted email ads. Even if a brand is synonymous with its category, it risks losing its edge if it disappears from view. The simple truth? People don't buy what they don't see.
The Cost of Complacency
Take a look at Blockbuster, a brand that once dominated the video rental market. For years, it relied on its established presence, assuming people would always choose its familiar blue-and-yellow logo over competitors. Meanwhile, Netflix, with its aggressive marketing and innovative delivery model, crept into the public consciousness. By the time Blockbuster realized it needed to evolve, it was too late.
Big brands understand that resting on past successes is risky. Staying on top requires constant reminders to consumers about why they matter.
The Rule of Repetition
Psychologists call it the a mere-exposure effect â€the idea that the more we see something, the more we like it. Advertising leverages this principle. A study by Nielsen found that 47% of sales lift from marketing comes from being visible at the right time.
Consider the Super Bowl. Why do brands like Budweiser spend millions for a 30-second spot when they're already well-known? It's because they're not selling beer; they're selling a feeling, a memory, an association. And those associations fade without constant reinforcement.
Staying Top of Mind
Coca-Cola's share-a-Coke campaign is a masterclass in staying relevant. By printing people's names on bottles, they created a personalized experience that drove customers to engage and share on social media. The campaign wasn't about selling soda; it was about embedding the brand into personal moments.
Even as a leader, Coca-Cola knew that its position wasn't guaranteed. To stay top of mind, they had to innovate and market-continuously.
What This Means for Your Business
Now, you might be thinking, I'm not Coca-Cola or Nike. Does this apply to me? Absolutely. Consistency in visibility isn't for giants; it's the lifeblood of any business. Whether you a disre a local bakery or an online consultant, staying visible keeps your audience engaged and loyal.
Here's how you can apply this lesson:
Create a Content Calendar: Plan your social media posts, email campaigns, and ads in advance. Consistency is key.
Engage With Your Audience: Reply to comments, ask questions, and create polls to keep the conversation going.
Experiment With New Platforms: Whether it's TikTok, Pinterest, or podcasting, find ways to expand your reach.
Invest in Advertising: Even a modest ad budget can keep your brand in front of potential customers.
Stay Relevant: Update your messaging to reflect current trends and customer needs.
The Final Takeaway
In the business world, standing still is the fastest way to fall behind. Big brands understand this, which is why they never stop advertising. They are not selling products; they're selling trust, memories, and belonging and they know that's a job that's never finished.
Something to ask yourself, are you doing enough to stay top of mind? Because if you are not visible, you are not profitable. And in today's fast-paced market, the cost of being invisible is one you can't afford to pay.