I have to say, seeing bad campaigns vs decent ones the difference is huge in terms of sales and money earnt.
There will be a core that go, in my go, I'm not bothered about then - thats the easy picking, low hanging fruit that cost nothing to get in. Our job is to improve that to reach a set target where you are making money.
Its also why we can charge decent money as a company, if we get it right we pay for ourselves and more for the client. If we don't, well then we lose the account and it goes to someone else.
We've just won a folk festival down south for the media. We know a hard core folk audience will attend, its the 30-40% extra who are inclined to go but need convincing or being made aware of what the offer is, and understanding what is their motivation. Is it either the exprience, a certain band, the price points, the location - and each of these has to be served up to each audience in the right way. Thankfully this is now possible because everyone has spunked their data away for free without any thought - and we don't even have to actually target, we just get the seperate key messages and pump them out using programatic to serve the right one to the right people.
Everyone is a customer, and everyone has a motivation point in which they will part with their cash. Its our job to find that and the platforms to serve it on - that's why we get paid silly amounts for a utterly despicable job. I mean, what sort of society puts more monetary value on what I do than a teacher or a nurse. That's capitalism for you, we are worth it because we generate money for someone else.
Anyway, back to selling a CBBC pig for the afternoon....