8/13/2019 Sinisa Zaric - How to Cut Through Marketing
Clutter
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HOW TO CUT THROUGH MARKETING
CLUTTER
Marketing clutter refers to the very high volume of advertising
messages that the average
consumer is exposed to on a daily basis.
"We've gone from being exposed to about 500 ads a day back in
the 1!0s to as many as
5000 a day today."
Jay Walker-Smith, Yankelovich Consumer Research
#here are some fairly frightening statistics floating around the
marketing publications statingthe number of promotional messages
that are competing for consumer's attention every day.
$egardless of %hether the figure is &000 or &0000 it is
clear that businesses need to do
something fairly special to be noticed on a large scale. ven if
people do happen to cast their
eyes on your advertising messages %hether they actually take any
notice or process the
information is a different matter.
(o ho% do you get noticed in the cro%ded modern marketplace)
Make your ads appealing - engage i!" #us!o$ers
e$o!ional or pra#!i#al needs*ertain themes strike an emotional
chord %ith the vast ma+ority of the population. *old
reading con,artists use such themes successfully to create the
illusion of mind reading. #hese
%ide appealing sub+ects can be used in marketing to make the
message strike a personal note
%hile generating interest %ith the %idest possible audience.
xamples of such themes include
love money health career hopes and dreams. -o%ever if you're
product simply %on't
appeal to the emotional side of people's characters you'll need
to try a more practical
approach. #he features and benefits of a product are usually the
focus of practical advertising
and although these may not be as exciting as more emotive
sub+ects they can appeal eually
%ell to the customer if executed correctly.
Use $edia e%%e#!i&ely
Mass media such as #/ billboards radio and posters are all
completely saturated %ith
marketing messages and competition is high and this makes them
costly.
"ou cannot %alk do%n the street %ithout being bombarded"
Bob Garfield, advertising riter
8/13/2019 Sinisa Zaric - How to Cut Through Marketing
Clutter
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Media space is usually priced depending on the number of people
%ho are likely to see your
advert ho%ever it's much more important to be noticed by the
right people rather than simply
playing a numbers game. *onsider %ho your target audience are
and target them in as finer
resolution as you can. Writing 10 highly targeted letters to
individuals may be much more
effective than sending out 1000 using a mass mailing
approach.
'ig"! dir!y ( !ry ne approa#"es !o pro$o!ion
t is unlikely many ne% businesses %ill be able to compete on a
mass media scale %ith larger
more established companies so you might consider using some ne%
techniues. nnovative
approaches to marketing are evolving every day but these are
some of the most popular2
3uerrilla marketing is a term for the most daring approaches to
advertising. Many
ideas have been tried including illuminating buildings
sponsoring car or even sky
diving into a stadium %ith a branded parachute. 4ossibility for
4$ exposure is high.
xperiential marketing involves physical interaction %ith
individuals using liveevents. f done %ell these can be the most
po%erful marketing medium so are %ell
%orth considering.
/iral ads reuire clever thinking and a fair amount of luck but a
successful viral can
bring vast amounts of attention to a business or product. nsure
the ad is humorous
shocking or likely to generate strong opinions.
16 of marketing professionals felt that they could "save money
and better impact consumers
by being more innovative about the media they use"
Jack !orton "##$ !arketer%s Survey
$emember , gaining exposure is great but you need to generate
sales so %hen designing a
campaign consider things from the customer's point of vie%.
Ensure !"e $essage is o)&ious and easy !o a#"ie&e
f people do take notice of you it is vital that your message is
clear. *onsider the next steps
you %ould like the potential customer to take %hether this is
dialing a number visiting a
%ebsite or even turning on their 7luetooth. Make it obvious %hat
you're offering and make it
as easy as possible for customers to achieve the goal %hich this
means looking at your
internal processes. 8re people a%are of the promotion
internally) 8re the distributionchannels set up) s the call centre
fully briefed) ven the best produced adverts can fall on
deaf ears if the message isn't clear and appealing.
'inal ords
7reaking into a ne% marketing or expanding your market share can
be a daunting task
ho%ever %ith clever thinking and a clear approach you %ill be
able to attract the attention of
customers and help them take the next step to%ards purchase.
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