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Time to Use your Inside Voice
Recently I was driving with my two daughters - a 16 year old and a 9 year old. We were headed to the mall to pick up a birthday present for their mom. On the way we listened to the radio while talking about the highlights of their day. As we talked, the song ended and the station began its string of six commercials. First up was the typical auto dealership sales pitch - you know the one: "push it, pull it, drag it, but get your trade to XYZ Dealership this weekend for a $4000 minimum trade value special". The echo chamber was in full swing and the announcer had his best "step-right-up" voice on.As a marketing and advertising professional I pay particular attention to commercials. Is there something in this ad that is different or new? Does the approach or the delivery integrate some social media or promotional aspect that my team and I didn't contemplate? Perhaps there is some trend that I can see to help service one of my clients better. Unfortunately these "ah-ha" moments are too infrequent.
As we continued our drive I overheard my oldest tell the nine year old that she should "never buy anything from someone who yells at her". This was advice that I gave to her years earlier on a similar trip - a message that had apparently stayed with her. It is disappointing that ads like this still permeate the airwaves but, unfortunately, they are effective in conveying a sense of urgency or cutting through the low-level drone that is the typical commercial break.
In virtually every other aspect of our lives we would rebel against someone raising their voice to drive home a point. Let's look at a few examples: would an approach like this work when courting your significant other? I think not. How would you react if every time you talked to your doctor you were chastised? I venture to say that most people would be looking for a new health-care provider in short order. Yet we let the madness continue. Amping up the volume has worked thus far, so why not continue? I am glad that you asked…
My firm recently conducted a survey where we found that most people will actually switch stations or turn the radio completely off when such a commercial is aired. And now with the advent of commercial free HD and satellite radio, along with technology enhancements such as 30-second skip on the television side of the house, advertisers have an even steeper climb before they can conveying their message. Like it or not, businesses will have to find more effective ways to communicate. Whether that means changing marketing's focus and strategy internally and/or increasing the pressure on their ad agency to deliver more relevant ideas, messaging will have to evolve.
So what can you do now, before sales tank like the latest Mickey Rourke movie? Take a fresh look at your advertising and ask yourself these questions:
- Is my product / service dated, requiring an overhaul before it is relevant again?
- Is my message crisp, clear, and meaningful?
- Would a different approach or venue benefit or hurt my sales?
- Am I getting fresh ideas or more-of-the-same from my current ad agency?
- Has my marketing team explored all advertising avenues - including social media?
Certainly, if your organization is in need of consulting or outsourcing services, True North can help. We are a full-service consulting and marketing firm that provides businesses with solutions that drive real, measurable results. We pride ourselves on our consistent, proven approach to address business problems and provide solid, fact-based solutions. Simply put, we analyze, design, deliver, and measure results -- so you realize value for your investment. Come see the difference a true 360° degree, value-based program can make to your organizations bottom line.
True North Services -- The RIGHT Direction.
About the Author:
Jim Jensen is a Partner at True North Services, a professional consulting and outsourcing firm specializing in marketing, management, and operational activities. He can be reached at his offices in Fort Collins Colorado or by email at jim.jensen@truenorthsvs.com.
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