This is a great story you can use on a sales calls to put the importance of "search" into perspective, especially if you find an advertiser who is giving "search" total credit for sales that your media is helping to make. I heard this at the start of a webinar led by Young-Bean Song, VP Analytics at the Atlas Institute.
Song asked his audience to imagine they managed Corona Beer marketing and had just observed people walking by a Corona Beer neon sign on their way into a bar. Then notice these same people buying a Corona Beer. You could conclude that the sign made all the sales. Then, you might think about dropping all TV, radio, and magazine advertising to put your entire marketing budget into Corona neon signs! Sounds ridiculous. But, Song suggests, this is what advertisers do when they give all credit for a sale to "search" as they look only at the last ad viewed, or the last click made before a sale.
On a call.
First off, don't bash search. Search is an essential tool that all smart advertisers should be using. Instead, use this story start a discussion that puts your media into perspective with search so they are both viewed as important. Then ask, "Before people go to search what media do you think are influencing their behavior? Or, what media messages do you think makes a potential customer initiate a search?