I can tell my wife “I love you” in a text message, or I can say it while looking in her in the eye on the beach during sunset. The message is the same but the delivery and the circumstances are completely different - and so will be her reaction.
The same goes for marketing communication: if delivered with the sole purpose of maximising reach and frequency, the brand message may bounce off of people like a Nerf arrow. Plop. If you want to break through people’s attention filter, you need to come in like a lovely 5.4t wrecking ball. But the solution is not to yell louder but to say the right thing at the right time.
The right time is when we are looking into each others eyes. It means that we are both present and looking at each other. Many ads today are just thrown at us at as many opportunities as possible - programmatic ads, re-targeting and pre-rolls are intrusive and obnoxious and the reason why ad-blockers are increasing and click-through-rates are decreasing.
For any brand, what you are saying - mean it, touch people, be relevant! - is just as important as when you say it - add value to conversations, offer a solution to an imminent problem! - otherwise you are just adding to the noise in the market.
Let me support you in your marketing framework and campaign development to ensure that you are getting the right reaction to your communication. Contact me.
