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It’s not just about getting attention!
Cem Ateş · · 2 min read
Coca-Cola’s marketing mastermind Sergio Zyman says of some of the most memorable ads in history: “They entertained, they got people talking — but they didn’t increase sales.” It’s nice when people talk about your ad; it’s essential that it pays off.
Those who cling tightly to traditional marketing defend the power of TV commercials at every opportunity. They light up when recounting the old success stories of big brands, and insist that television is the best way to make a new product visible or keep an established brand alive.
Yet we know that even giant brands don’t succeed on attention-grabbing ads alone. Coca-Cola’s marketing mastermind Sergio Zyman, for example, looking back at two of the most memorable ads in history — “I’d Like to Teach the World to Sing” and “Mean Joe Greene” — puts it this way: “Everyone remembered these ads, they entertained, they got people talking… But did they increase sales? No.”
Everyone remembered these ads, they entertained, they got people talking… But did they increase sales? No.
The real point isn’t just to get attention; it’s to develop strategies that touch people’s lives, move them to act and influence their buying decisions. Instead of campaigns that entertain but don’t sell, you should create content that tells people what you genuinely offer and encourages them to take a step.
In short: it’s nice when people talk about your ad, but it’s essential that it pays off! 🚀
