The Marketing Trinity: The Right Message at the Right Time Under the Right Circumstances I’m a big believer in the Advertising Mantra “The Right Message at the Right Time, Under the Right Circumstances.” Today, shoppers are inundated with over 5,000 ad messages each day. And, with hundreds of ways to talk to shoppers, making your message stand out is getting more difficult. Marketers who don’t understand this rely on little more than luck to promote their products. To successfully deliver effective advertising messages, marketers have to deliver the Right Message at the Right Time Under the Right Circumstances aligned or the ad won’t work. Miss on just one part of this Marketing Trinity and you’re wasting money. The old advertising standbys of TV, Radio, Direct Mail and Print have been joined by email, in-store TV, web banners, internet video and commercials, text messaging, pop ups, overs, unders and social media. All are simple and inexpensive. As a result, consumers have gotten better at IGNORING ads than reading them. Today, shoppers employ what I call “Ad Triage”, exercising discrimination to find and read only the ads that are necessary to satisfy their immediate needs. What it all really means for us is that the focus of advertising has moved from the medium and message to the individual person. In other words, it’s not what you say or even how you say it; it’s when shoppers hear it. And the time a shopper is ready to hear your message can only be determined by that individual shopper. When they are ready to hear something, advertisers better be ready to deliver the pitch! Think about how many home shoppers receive your “ad”. Driving down the road on the phone with their spouse, drinking coffee, checking emails and uttering a curse at the driver in front of them while they pass your billboard or heard you radio ad. Was your message appreciated and / or understood? The circumstances of the buyer make all the difference. Even if this person is in the market (Right Message, right Circumstances) this may not be the Right Time to deliver your message. How about a person in the new home market? While watching the evening news, they see your commercial. With all the news about the Olympics, or the revolt in Kiev, North Korea, unemployment, wars, elections and the economy all competing for space in the shopper’s head, this may not be the opportune time to let them know about your community. Even though this person may be in the market, they’re not even thinking about buying a new home NOW, because they’ve decided to watch the news. You delivered the Right Message, Under the Right Circumstances (shopper interested in new homes) but it was at the wrong time! The result; an ineffective ad.
Posted on: Sun, 09 Mar 2014 15:33:18 +0000
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