So not only did I attend my first advertising focus group this week, but I've been a big tart and attended one today as well! Out of the blue I get an invite from a completely different organisation to attend a small focus discussion group, talking about Australian Internet Service Providers (so there was no twiddling with my knob on this one!). An advertising agency wants to put a pitch together for an ISP and they were gauging what we thought of this ISP.
The reality is that almost none of us had heard of the ISP, even though they've run some high profile TV adverts that are so clearly forgettable!! The weird thing is that the adverts are funny and memorable, but nobody associates or remembers the name of the company/product!!
Now there's a lesson in advertising!! It's not just about creating a memorable ad, you actually have to get us punters to remember the name of the product!!
Of course as soon as we were reminded of the company, everyone suddenly becomes a world expert on how this ISP should advertise. I have my doubts about the feedback, just as I had my doubts about the large focus group from earlier in the week, feeding back which adverts we liked.
If you combine the two groups together, the first group was what will make a good advert, and the second group today was what made a good advert, it's clear that the first group this week would have liked the series of adverts and rated them as funny, sexy, memorable, and high product memory recall. But the reality is the adverts were overall crap because not one person tonight in the reality of their living room could recall the adverts let alone the product.
ps What we did get from the evening was one of the focus group members highly recommending another ISP for Internet Broadband!!