People Read What Interests Them - Sometimes It's an Ad
Write an ad that interests your target audience and enjoy dramatic results. Remember the billboards for South of the Border on I-95? We read them because they were interesting and novel, not because we set out to read paid ads. We flip the channels when a car commercial is shown - until we're ready to buy a new car. Only then do auto dealer ads become interesting, and we quickly respond. That's why if you were to study the sales leads that came from advertising vs. the sales leads garnered by PR, trade shows, direct mail and virtually all other types of marketing communications, you would likely find that people who responded to advertising were farther along in their buying decisions and more likely to purchase than their counterparts who responded from trade shows, mailers and other vehicles. Why??
Using the car example, I was perfectly happy with my car until it slid down my snow-covered driveway and refused to drive back up until the spring. I had completely ignored car advertising for years and then found myself researching new four-wheel drive vehicles. My research was largely online - Consumer Reports and several automotive magazines and personal review Web sites. Once I had determined the car that fit my needs, a Subaru Forrester, I quickly went to Subaru.com, then to my local newspaper looking for an ad from a Subaru dealer. When I finally responded to their ad, I had done my research (moving me farther along in my buying decision) and was ready to buy. The advertising worked by being there when I was ready to buy. Yet there are surely several interactive marketers at Subaru who think their online campaign was ineffective simply because I did not click on their banners. Their expectations conflict with the way people buy.
Common Sense
Marketers Know:
1. People who respond to advertising
are often ready to buy. Make it easy for them to find you.
2. People need to gather credible, third party information before making
purchase decisions.