Why Most Marketing is Not Working

We are hit with more than 600 marketing messages every day, so it’s not surprising that most advertisements fall on deaf ears. 
Here are a few ideas from the Wall Street Journal on how to get noticed:

  1. Deliver at a time when the customer has few other distractions. Timing is important and delivering your message when your recipient is more apt to see and receive your message is critical.
  2. Can the message be designed to pique the customer’s curiosity? Piquing interest is more important than giving them all the details. Consider a billboard that is creatively presented and makes you think about a business versus one filled with information.
  3. Can the message piggyback on another brand? Is there more value or exposure in collaborating with another business? Adidas and Goodyear recently joined efforts on a line of motor-sport inspired driving and sports shoes. The soles of these shoes are made from a special Goodyear rubber with logo and every person wearing the shoes is also promoting Goodyear.
  4. Can the product or service occupy a piece of the physical environment that the customer frequently interfaces with? Southwest recently launched an app through DING in which the customers can download an icon that resides on the desktop bar. Limited-time offers and news are announced with sound and highlighted by an envelope that displays over the icon.
  5. Can you incorporate one of the 5 physical senses? Cough-drop maker Ricola uses herbs cultivated in the Swiss Alpine region. Marketing includes Alpine mountains, which provoke imagery and heritage associated with the brand.

+ ZOOMology Note:
Always be sincere in your approach. Nothing can be substituted for good old fashion honesty and integrity. Too many of us make leaping associations and/or claims about our products and services and in the long run, it never works.

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About

Janet Osterdock is ZOOM Media’s President and CEO where she focuses on campaign development and implementation. Janet founded ZOOM Cross-Media in 2009 with a team of highly skilled industry specialists. She has a heart for service and works side-by-side with clients to deliver integrated high-impact campaigns. In Janet’s words “implementation is everything and it can make the difference between average performance and outstanding performance.” In her spare time, Janet volunteers in pet therapy at Shriner’s Hospital for Children.

Adam Osterdock is ZOOM Media’s Director of Business Development where he focuses on the integration of social, digital, and print media implementation in marketing campaigns. He rejoined Zoom directly after graduating from the Haas School of Business at UC Berkeley, where he earned the Cal Alumni Leadership Award and represented UC Berkeley at multiple international business competitions. In his spare time, he volunteers by teaching workshops at the local community college on small business development and business-case analysis.

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