Perhaps I should come up with a catchy name like “Laser Marketing.” What do you think?
In today’s over-crowded media universe, we get bombarded by a ton of advertising. It’s everywhere! Radio stations, TV, the movies, billboards, signs, web pages, newspapers, everywhere we’re bombarded by advertising!
What do we do with this avalanche of advertising? We turn it off. We ignore it. Ever watch TV with someone and they turn to you during a commercial and say, “That was pretty funny.” And you say, “What?” You totally tuned out the commercial and started thinking about something else.
As consumers, we’ve developed this built-in “No,” mechanism. Ever get approached by someone at the mall trying to sell you a helicopter or skin cream or or or? What’s your immediate reaction? “No, thank you.”
How do we get past the “No, thank you” reaction that consumers respond with automatically? With laser-precise marketing that pierces the built-up shell.
What is laser-precise marketing? It is delivering a concept or idea directly to your target audience, using words and content that speaks to them. This can use any media channel, many media channels, even every media channel.
The whole idea of marketing is to get the customer interested in your product, interested enough to find out about or find out more about your product, interested enough to listen to a salesman or contact you for more information.
My high school music teacher used to say, “practice it three times.” Once we performed a song (or the part we were working on) right, we did it twice more to really ding it in.
To ding in a marketing message to a potential customer, you need to deliver it to them multiple times through multiple channels. The more times they hear it, the better. You’ve got to get your product to stand out in their mind. If they hear it once, see it once, read it once, they’re likely to think, “Oh yeah, that can solve X for me.” But it doesn’t stick.
I came across an ad once for a software mock-up tool. Something that you could create software UIs that would look and feel like the real thing. Clicking on menus or links would move to another mock-up page. This is very helpful for testing software usability before you code it. Their ad spoke to me, it communicated clearly what their product did and it stuck in my mind. The problem is, I can’t remember the name of the software or who the company is so I can’t find that product to test. Is this a problem with the ad? No!—it did it’s job. I saw the ad, it caught my attention, passed it along to the guy who was responsible for creating mock-ups.
Now that I need to prototype some software, I need to find a tool that does that. I’d like to test that software and see how good it is. The problem is, I can’t remember which one it is! The ad pierced my built-up resistance and spoke to me, only I haven’t seen the ad or similar ads enough times for the product or company to become fixed in my mind as the go-to solution.
It’s the “three times” rule—there has to be enough exposure for it stick in a person’s mind.
Now, how do you pierce the shell and get the customer’s attention in the first place? That’s the next blog!