April 29th, 2009
Consumers choose whether the door opens or closes.
So your full page print ad is running this morning’s USA Today. You spent $189,400 for the privilege — hoping people will care. We don’t. We’re too busy not caring.
We’re making coffee. Checking email. Writing a blog post. Avoiding the swine flu.
Reaching consumers is no longer a matter of reach and frequency and CPM. Frankly, it’s not even a matter of reaching them, it’s about pulling them in — by creating smart, unique content that points them to their own little peephole. If you’ve done it right, they’ll look inside and open the door. Whenever they’re good and ready.
The cost to you? Strategy, passion, and effort.
Thoughts? Opinions? Love to hear ‘em.
I was just having a discussion about this yesterday -- contextual relevance. It's much more impactful to speak to people in a medium they're interested in while delivering a message that they are actually open to receiving.
Like you said, the USA Today can deliver the "numbers" that clients love to see, but that almost $200k could have been more effectively used for most products/services through more precise targeting and tactics. Advertising in USA Today and other expensive mediums (TV) definitely have their place but they are becoming less relevant.
In the end it’s about the experience your customer has with your brand that’s ultimately going to form the connection that motivates purchases. And the morning paper typically isn’t the place where that’s going to happen.
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