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A Henry Ford Story...

Name: A Henry Ford Story...
Uploaded: 2024-08-24T01:30:27+00:00
Duration: 33 s
Channel: Shanli Liu, CPA, CTP
Description: In this brief talk, the speaker recounts a story about Henry Ford and his chief marketing officer (CMO). The CMO’s office was adjacent to Ford’s, and…

24 Aug 2024 · 1 min

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In this brief talk, the speaker recounts a story about Henry Ford and his chief marketing officer (CMO). The CMO’s office was adjacent to Ford’s, and Ford repeatedly saw the same marketing campaign for three months. Growing weary, Ford asked the CMO when the campaign would end, only to learn that the campaign had not even launched yet. The anecdote illustrates a common marketing problem: advertisers become exhausted by over‑exposure to their own ads long before consumers notice or remember the brand or message. The speaker emphasizes that even when consumers do see an ad, the chance they recall the brand or core message is very low, highlighting the need for smarter ad frequency and creative rotation.

Chapters

There's a story from Henry Ford that I love. The CMO of Ford was right next to his office, and every day he'd walk by and he'd see the marketing campaign day after day after day. And so 3 months into seeing the same campaign, he knocked on the CMO's door. He's like, hey, when are we gonna stop running this thing? He's like, I'm getting exhausted of seeing it. And the guy just looked at me, he's like, we haven't started running it yet. We get so sick of our advertising so much before our customers or potential customers even remember our names. In the off chance you actually do get an advertisement of some sort, in front of them, the likelihood that they remember that it was even you and the core message of that advertising is even lower.