The single biggest problem in communication is the illusion that it has taken place.
—George Bernard Shaw
How do you create awareness, interest, and desire among your customers regarding your brands? Advertise on television, in the press, on the radio, cinema, or the ambient media? But are customers noticing your advertisements or running away from them? Surely you would want them to see your advertisements. For that, you will have to understand the factors that cause customers to ignore and even avoid your communication.
Here’s an example. You have a delicate product, and you want to advertise it so that the whole world, metaphorically speaking, knows about it. So you create a TVC extolling the benefits of your brand and decide to promote it during one Of the world’s biggest carnivals: the FIFA World Cup. In consultation with your media buying agency, you decide that your TVC will appear during the World Cup final whenever a penalty kick is taken. Your reasoning seems logical: the penalty kick in a final match would have viewers glued TV screen, and if your TVC is telecast at that moment, it is bound to be seen by a spellbound global audience.
Bingo! Such an opportunity presents itself. As Cristiano Ronaldo prepares to take the penalty kick, your TVC is telecast.
Now, step into the viewers’ shoes. How would they feel? Frustrated and disappointed. Many would curse your brand because it has intruded into their lives unsolicited and uninvited at a critical point in the match. They want to see Ronaldo take the penalty kick, not your TVC. Many among the audience may even take a vow never to touch your brand. This is just one of the reasons why customers shun ads.
Why Are People Turning Away from Advertisements?
One-way communication: Today’s customers want to engage with the brand. They wish to co-create brand communications. But most current ads are one-way communication, with no opportunities for customer engagement.
One-dimensional communication: Most ads extol only the positive features of their brands. None give a balanced view. Today’s customers reject these biased, one-dimensional communications in favor of balanced communications, which assist them in making an informed decision.
Mass communication: Unfortunately, most ads are designed as mass communication meant for mass audiences. Today’s customers desire a customized/personalized touch that is tailor-made for them as individuals.
Not optimized for context and location: Most communications are not context-based or location-specific. For example, a potential customer may be sitting at home in the evening, waiting to have dinner. At this moment, he sees a TVC for shaving foam. For the viewer, this TVC will be a blind spot and will do precious little for aiding product recall because it does not fit into the context of what the customer is thinking.
Putting the company’s interests before the customers’: A majority of ads do this. Customers vehemently reject this approach. They desire that their interests be kept ahead of the company’s myopic motive of merely selling their products.
There are several reasons why a low-budget marketing plan is a must for small business in today’s advertising bloated society:
Expensive ad exposure does not necessarily translate to increased sales. Every marketing dollar spent should produce a good return in sales.
Your target customers need to hear your marketing messages at least seven times to influence a buying decision. Using marketing strategies outside your budget doesn’t allow you to repeat your message often enough to impact.
Marketing impact can be significantly improved by using multiple marketing channels. Prospects will likely become buyers if they read about your company in the newspaper, attend a seminar, take home a brochure, and visit your small business website.
Remain focussed and understand what will work with each type of customer. Contact HyperEffects to chart out a tailor-made business marketing strategy for your company and see your business show up on television ads, press releases, and major channel partners. A poorly designed website can repulse people from your business and can cause you to lose customers before you even have them. We also work on creating, enhancing, and making the website of your company more user-friendly. For many target customers, social media is becoming an ever more popular focus for advertising campaigns as it can be a very inexpensive way to reach many different users. Use social media to get more sales for your business.