Advertising is Timed to the Second – so Move it

Have you ever watched a video recording and found that 30 years can go by in a flash?  The TV commercials of the past were in the most part 30 or 60 second presentations.  They were relaxed, informative and brief. 

If you look at the TV programs of today, you will be struck by the changes that have occurred in these same commercials.  They are now very short, in your face, very pressured.  Today’s commercials are likely to be 10 second affairs, with some 5 second quickies thrown in for good measure.

The whole objective today is to get your attention in as short a period of time as possible.  What’s happened is that everything is now compressed into 5 second time frames.  Whether they be commercials, political broadcasts, news items, etc. there are examples everywhere of things being brought down to a mere 5 seconds. 

They say the country is now run by sound bytes. 

Business is conducted in sound bytes and our personal lives are increasingly a progression of sound bytes.  We have become so highly organised and so tightly scheduled that there is little time for anything else other than sound bytes.  That’s why we now hang up on telemarketing calls.  We only glance at newspapers and magazines and an advertisement has to be pretty powerful to attract our attention.

People in business are continually frustrated by the sound byte process.  No one has the time to explain their product or service anymore.  Nobody really cares.  They have 5 seconds to capture the attention of the person and that’s it.  Whether you advertise, cold call, network, telemarket, or sent out direct mail, you have at the most, 5 seconds.  You have to make your case quickly or you lose your prospect. 

So, what does one do about all this?  The important thing if you want to make a change is to put yourself in the shoes of the person in front of you.  This means targeting the right market.  Professional women, in pursuit of high profile careers don’t react the same as retailers.  Business owners don’t react the same as corporate managers.  One ethnic group won’t react the same as another ethnic group.

Take television.  Commercials are carefully aimed at the audience. If you are trying to reach business owners through television, you won’t buy commercial time in the day time when they are all working in their business. 

The past heyday of direct mail is basically over.  This is because there are so many other options for getting your product or service to the marketplace.  Nevertheless, carefully targeted direct mail can still work, especially if it is in combination with an overall promotional strategy.

Networking is still an excellent mechanism for promoting what you have to offer, but it is much more than the simple business card exchange of the past.  The goal now in networking is to meet and talk with a number of people who can open you up to their own big network. 

Cold calling and telemarketing have become a numbers game.

Telemarketing still works, but it is more valuable when used in conjunction with other strategies in a targeted manner.  For example, telemarketing to set up appointments for sales people to call and present a product will result in far greater success as far as sales of that product are concerned.  What telemarketing is doing here is setting up appointments.  That’s all good telemarketing should do anyway.

The sales person with telemarketing appointments achieves a greater conversion rate than if he or she was making cold calls. There is more time saved because effort is not wasted in approaching 20 people, only to be able to see 1.  Telemarketing helps to guarantee that there will be somebody there who will talk to you when you arrive.

Overall, if you are looking at promotion, the best strategy is to choose those techniques that will work for your product or service. All forms of promotion, such as advertising, cold calling, telemarketing, direct mail or networking will be valuable if used in a manner that will put you before qualified prospective buyers. 

Therefore, it is important to focus, not on the tools, but on the target market.  If you focus on your target market then and only then will you be able to hone in on the tools that are suited to achieving results from that target market – and always remember that you really only  have 5 seconds to get your message across.

© 2006 Copyright StartRunGrow

Article Vault

Back to Menu