Yankelovich Partners is reporting that over 60% of consumers absolutely hate advertising. As a consumer, I am also a member of that gang. There is just too much of it. And the more advertising there is, the smarter we become in tuning ourselves out.
What can be done to your advertising strategy?
(1) Be creative. Advertising doesn't always have to be advertising. It can be entertainment, education, and the money can be given away as gifts. Let us say that you spend $1 MM a year on advertising and as a result you get 10,000 new customers, making the acquisition cost of a customer to be $100. Pretty common for many businesses. What if you could screen your target customers and then invite just 5,000 for a gala at a hotel (music, dancing, meals, etc.). Now chances are that not only the sign up rate for this group will be significantly high, they will also become, what I call, your salespeople (working for free). If you can teach me how to use a new software (think Adobe) or tool (think Home Depot), while you will get my undivided attention for hours, I am likely to be more receptive and even be thankful. I might even buy your products right there.
(2) Keep the consumer in mind. Respect her or his wishes. If we all hate pop-up ads or deceptive copy, stop using it. Yes, some of us are naive enough to click on it anyway (the rationale used by companies for still hitting us with pop-up ads) but once we see the reality, not only do we not shop for your products, we actually make a negative image of your company and don't want to do business with you ever.
What can be done to your advertising strategy?
(1) Be creative. Advertising doesn't always have to be advertising. It can be entertainment, education, and the money can be given away as gifts. Let us say that you spend $1 MM a year on advertising and as a result you get 10,000 new customers, making the acquisition cost of a customer to be $100. Pretty common for many businesses. What if you could screen your target customers and then invite just 5,000 for a gala at a hotel (music, dancing, meals, etc.). Now chances are that not only the sign up rate for this group will be significantly high, they will also become, what I call, your salespeople (working for free). If you can teach me how to use a new software (think Adobe) or tool (think Home Depot), while you will get my undivided attention for hours, I am likely to be more receptive and even be thankful. I might even buy your products right there.
(2) Keep the consumer in mind. Respect her or his wishes. If we all hate pop-up ads or deceptive copy, stop using it. Yes, some of us are naive enough to click on it anyway (the rationale used by companies for still hitting us with pop-up ads) but once we see the reality, not only do we not shop for your products, we actually make a negative image of your company and don't want to do business with you ever.