Consumers are deaf to the babble of the advertising class.
It is true to say that all the advertising in the world won't bring the customers back!
Spending a huge fortune on TV advertising?
Rest assured these days your advertising slipped into the huge gulf of
mistrust, disbelief and total lack of interest that now separates the
Advertising Class from everybody else. This gulf is so full of disbelieved
advertising and ignored blogs,sales promotion gimmicks,direct marketing and
irrelevant banners/radio commercials.
The cynicism about advertising is so pervasive that it embraces almost all
marketing activity. Use a statistic? It's a lie. This cynicism extends to
the media, all advertising is seen as fiction inside an untruth wrapped in a piece
of spin! Most advertising proceeds as if there was still a reasonable degree
of trust. As if the message was still getting through, still be listened to,
still being weighed up. It must be hard to be in Advertising and to carry on if
the truth were faced.
For example, the rubbish that the food industry has fed people for decades,
along with its (literally) toxic products and the lies and omissions that it has
disseminated, well now is the time to challenge this concerted project of
misinformation, corruption and silence together with the programme to keep
people as ignorant as possible about factory farming. Myths trotted out
The incredible plethora of choices consumers now possess has a downside, and
it's called exhaustion. An overwhelming number of possibilities complicates
every buying decision. Add to that all the other more baroque aspects of modern
life, such as two-income households, frequent divorce.
and remarriage and blending of increasing traffic,
shortening news cycles, and 100 channels of cable television, and you wind up
with a consumer group that feels very over loaded and harassed.
Stand back. Stop thinking like the operator and start thinking like a
customer. Better, talk to real customers. Or, better still, to real
non-customers. What do they want? What is missing for them? Customer focus is
important all the time, and is one of the main advantages that small firms enjoy
over their apparently stronger and more profitable larger rivals. In good
economic times, it's almost inevitable that, for big companies, the needs of
customers will drop down the list of corporate priorities, to some degree. This
creates an opportunity for small firms with a distinctive customer offering to
move in and clean up.