Once upon a time, there was only one brand of every kind of product in the market. Everything went so smoothly for the brands at that time. When I walked down the street, I only get to see brands once a while. I don’t mind getting interrupted by these brands since they are so familiar to me. In other words, I have already given them my permission marketing without them having to approach me.
Why is it so? That’s because they are the only ones who have spent hundreds of thousands of dollars on advertisements to interrupt us. I don’t mind being interrupted since I have enough time to be interrupted at that time. There are so little number of entrepreneurs when I was young. Most of the people are either working or studying. There is simply too much space in the TV ad space as well as the Radio and Newspapers. Same goes to the Internet websites as well.
Right in the Internet in 1997, I know of names like Yahoo and Geocities. Back then, I still remember having my first hotmail account. It was so cool to have those email addresses, and I don’t know what I am using them for.
Today, we get to see so many kinds of brands around the same product or service. I have to think who I would want to buy. Also, we get to squeeze almost every bit of our time on enjoying the products and services. Almost 24 hours of our time have been utilized fully. One day, I typically get to see so many brands. One flip on the magazine or newspapers, you will see a lot of them. One TV channel and you will see sponsors, advertisers and even reviews. One surf on the Internet, you will see your own laptop’s brand, Google brand, your windows brand, your browser’s brand, your favourite websites’ sponsors and reviews and every other brands.
It’s simply too noisy… And yet these people don’t understand that people don’t have time to catch up with your expensive advertisements like in the past…
It can be nice to have an interesting TV advertisement to watch today. But it is costly to maintain a sequential series of all the TV advertisements! Moreover, the effectiveness of the TV is always a blind spot. So what if you are letting so many eyeballs to look at your ad? You are just one of the many many advertisements out there…
It is definitely effective if you are the only ad on the TV! People will remember you. People wouldn’t be disturbed by other brands. You will have better effectiveness.
But it also voices down to the call-to-action for your advertisement… So what if it’s interesting?
That’s where permission marketing comes into play… why not sending them a free menu because they are your potential customers today or tomorrow? Keep them in your list so that you wouldn’t have to waste money on TV advertisements to target the same group of people! Instead, you could actually use YouTube to tell them about the following series! It’s just a matter of a thought to work it out… And it is extremely viral if you work it out properly.
It’s so noisy out there! Are you still using the ineffective way of advertising?
