Comments on: Consumers choose whether the door opens or closes. http://www.transplant-1.com/blogorama/consumers-choose-whether-the-door-opens-or-closes/ advertising, branding, copy, art direction, design, commentary Wed, 21 Jul 2010 18:03:11 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: addie king http://www.transplant-1.com/blogorama/consumers-choose-whether-the-door-opens-or-closes/comment-page-1/#comment-663 addie king Wed, 29 Apr 2009 14:29:18 +0000 http://www.transplant-1.com/blogorama/?p=857#comment-663 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. 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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