Dear Friend:
It’s no big secret. In the world of advertising and, more specifically, Direct Response marketing, it continues to be more and more difficult to identify prospective buyers and then target them with a Media selection they will see.
You are continually reading about how consumers are being deluged with Media choices and are multi-tasking with other Media. That’s why there is so much activity in other Media.
Recent studies indicate that TV’s influence on consumers to purchase products is declining and new Media options such as web radio, e-mail advertising, instant messaging, and blogging have increased. The challenge for you is that consumers – and your customers - are not focusing on YOUR advertisements. Consider the plight of the TV advertiser…
The first part of this e-tip is to make the competition irrelevant. The second part is to make your customers and prospects relevant. In other words, touch them in ways that create movement toward closing the sale. Remember, Direct Response marketing is not about image building. It’s not about how the brand looks and feels. It’s about getting buyers to purchase your products and services and to do that you have to be relevant.
42% of viewers report that they channel surf and that’s the number one activity during commercials.
One third of viewers talk with others during commercials.
30% mentally tune out.
Eating is the number one activity people engage in while using Media, followed by doing housework, laundry, cooking, and talking on the phone.
As we read through the BIGresearch report from their Simultaneous Media Survey, we are overwhelmed by the statistics above and other enlightening facts. Their research also indicates that many of the new Media formats are highly attractive to Hispanics and African Americans.
