How many ads did you view in the last week? How many adverts did you receive by email? or by post? how many of those were the “thank you for being our valued customer” type and with a limited time promotion & discount “only for you”? How many text message did you receive on your phone? How many chocolate ads did you see? or watches? or premium vodka or whiskey?
In his “thank you” email to loyal readers, Chris Brogan comment on the whole ad overload very genuinely: “I’ve got nothing I want to sell you here in this letter. You have purchased everything you need. And if not, it’s because you didn’t want to buy it. It’s the holidays … and you’ve had your share of pushy salesmanship, haven’t you? Instead, I just want to say thanks.” Simply perfect!
Now the interesting questions are – How many ads did you RETAIN? Which ad did you ACT UPON? Personally NONE! I was having dinner last night with a couple of friends, and I asked that same question, guess what their answer was – NONE! You may argue that 12 people is not really a representative sample but I”m quite certain, at least in my entourage, I will receive the same feedback from 95% of people I ask.
So does that mean that millions of dollars are being spent on conventional advertising to reach only “5%” of the people – I’m not sure how Mass Media can still be dubbed as “Mass” when it can no longer attract more than a minute fraction of the population.
In a recent post, David Meerman Scott explained social media in 61 words – I’m not sure how I can further summarize 61 words, but in “short-er”, Meerman points out that you can Buy, Beg, or Bug for people’s attention using traditional media like Advertising, PR, and Sales – or you can “Earn their attention by creating something interesting and valuable and then publishing it online for free.”
Don Martelli write about how social media is being used to fuel up holiday giving – campaigns like Toys for Tots, Angel Giving, Charity:Water, and many more – in the US alone, online holiday giving is expected to exceed $4 Billion. Similarly, other companies like Microsoft, Sephora, NASCAR are using social media , mainly Twitter, to host their holiday sweepstakes.
It’s time to break out of old habits and create more value that will earn the attention your target audience. Advertising can no longer be about preaching but more about reaching and interacting with our customers on a personal level.
Are you pushing yourself onto your customers, or are you earning their attention? Think About It!