Consumers are tuning us out. They're fast forwarding through our commercials, blocking our online ads and opting out of our digital campaigns. Why? Because they can. Because for the most part, we give them no good reason not to.
So in 2011, maybe try shouting at them less and whispering in their ear a bit more. It's sexier, more pleasing to the ear and just might make you or your clients more money.
Every January we are given permission. Permission to toss out the old, bring in the new and commit to changing that which is not working in favor of something we think might work better. We call them resolutions and while they are THE linkbait post of January and December, that should stop you from making them, publicizing them and then talking about them.
In that spirit, I've been given the chance to create and share mine (for the ad industry) first at Ad Age's Small Agency Diary and later this week as a guest of the Nashville AAF. The first resolution involves the need for advertisers to stop shouting (it isn't really working all that well anyhow) and start whispering... we need to get closer to the consumer and whisper in their ear, when they want versus when it's convenient to our sales cycle/projections or any other non-consumer centric metric.
I'm hoping the Nashville marketing community will join me as I give a good bit more depth to the 6 resolutions I implored all advertising agencies (and marketers in general) to make via my Ad Age post. If you'll be in Nashville on Thursday, I'd love to see you.
If you can't make it, watch this blog for video snippets of the talk. I plan to be a bit more blunt than a post on Ad Age would ever allow. And I'm hoping it will make for a good discussion in Nashville and maybe beyond.
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Photo credit: By crosathorian
