This is an interesting question that I’ve been trying to find the answer to. Having looked at various places on the net, sites are suggesting that we are exposed to anywhere between 250 and 5000 advertisments every single day.
Certainly, when you put some thought into it, from the moment you wake up until the moment you go to bed, you’re bombarded with marketing messages from companies that are bidding for your attention. I would certainly suggest that the count is at the higher end of the scale.
You wake up in the morning and read the daily newspaper (Does anyone do that any more?) and it’s full of ads. You put the TV on and have the intervals and sponsorship messages. Then on the way to work, you pass numerous billboards and posters all displaying vying for your attention. Whilst driving, you’re listening to the radio, with the music being interupted by ads and the weather sponsored by….
At work, you’ll open your post, with 3 or 4 sales letters and direct mail marketing. Then you browse the net, being served numerous banner ads and social media broadcasts telling you to visit this site or that site. Whilst of course wading through mountains of email sales messages. Then in your lunch break you’ll flip through a magazine or trade journal.
You make it through the day and finally get home, to find the free newspaper, your daily post and a number of leaflets on the doormat.
Is it a wonder that people are becoming more and more immune to marketing messages and tools such as TV on demand and Spam filters are becoming much more popular and valuable.
So, as a business owner and marketer, what does this mean to you?
Well, it means that you’ve got to put more and more thought into firstly getting the prospects attention and secondly getting them to do something.
You can’t just display your logo and say “Here I am, come and buy from me!” Attention grabbing headlines, expert design and very strong compelling offers and calls to action are vitally important. Then equally if not even more important is getting your advert seen by the right people. People who need your service or product and those that have the ability and willingnes to pay.
So, before you embark on your next marketing campaign answer the following questions.
- How is this going to stand out from the thousands of ads that are seen every day?
- Am I being clear as to what I’m offering the prospect?
- Is the media that I’m considering using, the best way to get my message seen by the people I want to see it?
- Why should the prospect choose to buy my product/service over and above every other option they have, including doing nothing at all?
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