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by: Strategic Profits
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Why you Should Consider Attention Deficit Disorder in your Market Strategies
When building market strategies, it is important to know that the world is suffering from a chronic case of marketplace Attention Deficit Disorder. Consumers today are bombarded by so many choices for where to spend each dollar, it is difficult to keep their attention on you long enough to get or keep them as a customer. Understanding how this happens and how to overcome it through market strategies is a big step toward increasing your market share and the size of your business.
One of the causes of marketplace ADD is advertising pollution. Think of the many web pages you visit every day and how many advertisements clutter it. Many companies use banners, mini movies, picture and text ads in their market strategies, crowding them into every available space and competing for your attention. To protect yourself from information overload, you most likely just ignore the majority of these advertisements unless you see one that is particularly compelling. You turn on the television, and when the commercials interrupt your favorite program, you walk into the other room to get a snack or put on a load of laundry—or if you are really dedicated to missing commercials, you TiVO your favorite shows and watch them interruption-free. A telemarketer calls you during dinner, and you hang up. The sheer volume of advertising can all be overwhelming and quite invasive.
The Cure for Market Attention Deficit Disorder lies in Innovative Market Strategies
In a world where there is so much competition for your potential (and current, for that matter) customers’ attention, bombarding them with yet more advertising may not be the best choice among market strategies. The same old commercials and Internet advertisements will not do the trick anymore. Super Bowl commercials are more fantastic every year, drawing a lot of attention from football fans and non-fans alike, who tune in to see what advertising executives have come up with this year. However, even this stint of market attention is short lived. The commercials soon become just one more advertisement among the many others viewers ignore every day.
Product placement in movies and television shows is one of the innovations in market strategies that came about in the past few years. Where characters once drank from non-descript cans and drove cars that did not exist in real life, we now see Coke and Mini Coopers. This form of advertisement was a brilliant idea—the product enters or is reinforced in the viewer’s consciousness. The audience is forced to see the product, because it is part of the story and he cannot tune it out. However, it is a non-invasive form of advertising, flowing along with the entertainment instead of interrupting it.
The key to fighting ADD in the market place is innovation. Companies will need to be creative in their market strategies to find new ways of calling attention to themselves, whether through publicity stunts or innovative forms of advertising.
About Strategic Profits:
Strategic Profits is a privately held company headquartered in Delray Beach, Fla. Strategic Profits exists to help business and entrepreneurs online and offline with business coaching advice and tools that they need to succeed in the Attention Age. Visit the corporate Web site www.strategicprofits.com for more information or leave your questions and/or comments on Rich Schefren's blog at www.strategicprofits.com/blog. To download, the free report this article is referencing visit, http://www.strategicprofits.com/.
About the Author
Strategic Profits is a privately held company headquartered in Delray Beach, Fla. Strategic Profits exists to help business and entrepreneurs online and offline with business coaching advice and tools that they need to succeed in the Attention Age. Visit the corporate Web site www.strategicprofits.com for more information or leave your questions and/or comments on Rich Schefren's blog at www.strategicprofits.com/blog. To download, the free report this article is referencing visit, http://www.strategicprofits.com/finalchapter/.
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