“We need to connect with our consumers and convince them to try our products and print advertising plays a significant role in driving this consideration.”
Global consumer products brand Proctor & Gamble knows that their marketing efforts are about more than simple awareness. And they look to print to deliver the product engagement they really seek.
“With P&G’s well-known global brands such as Gillette, Pantene and Olay, our marketing needs to drive more than awareness,” said a company spokesperson in an interview with AdNews. “We need to connect with our consumers and convince them to try our products and print advertising plays a significant role in driving this consideration.”
“Based on the size and scale of P&G’s global brands, driving reach is always going to be an objective. There is no point in having great assets that nobody sees. The ability to share our message with hundreds of thousands, even millions of people, is key to the success of our business.”
The company operates with the understanding that great brands put the consumer at the heart of everything they do. And the same goes for great media brands, the spokesperson explains, underscoring the need for publishers to be good partners to brands.
“The strongest media brands are in touch with the evolving needs of their readers and innovate to meet these needs better than the competition. It’s what makes the brand credible and relevant to its readers, withstanding the test of time,” the spokesperson continued.
What doesn’t seem to be working so well for the brand is the highly targeted digital advertising they’ve been investing in. The company’s global CMO, according to the article, “recently talked about the need to swing back to marketing that achieves mass reach after a period of investing a lot in targeted digital ads and communications.”
That’s not terribly surprising, as many brands are realizing that those perfectly targeted ads are more myth than reality.
Instead, the company aims to combine their long-term objective of brand building with short-term sales impact, and print advertising plays an unquestionably important role in that.