Makes Sales With Good

The average Wal-Mart store does $46 million in sales each year while its Sam’s Club average store sells $56 million. Sam’s Club does almost no advertising.Those are old brands, you’re saying. What about some newer brands, Harry?OK, let’s look at Pets.com. Remember the dog sock puppet that starred in their commercials? It won awards, but not sales. In six months Pets.com had $22 million in revenues and spent four times that much on advertising. Off-base advertising creativity at work.

The Body Shop was built totally by publicity. No advertising at all. Starbucks, until recently, did virtually no advertising. It has built a brand through good PR efforts. Starbucks’ annual sales are around $1.3 billion, while advertising expenditures over 10 years, have totaled less than $10 million.Finally, what advertising agency do you know that has built its brand with ads? Things that make you go “hmm.”