The Top 4 Mishaps of Interruption Marketing
Just dropped your latest direct mail piece at the post office…your CEO is thrilled, and all is right in the world of marketing 101. Would the CEO's excitement over the bulk piece fade if he knew that it will more than likely go from the mailbox to the trash bin unread—missing the target — wasting resources and time? Your sales force is clamoring for yet another new marketing brochure (to add to the 13 other ones they have sitting on the shelf)…which, like its cousin the direct mail piece, may soon take up residence in the circular file or recycling. Traditional outbound interruption marketing is intrusive and annoying, and it doesn’t work well for all consumers. Why, you ask as you proudly proclaim — ‘It is what our company has always done in the past.’ Well, let’s look at just a few reasons why:
First - It’s a one-way street. Traditional outbound communication typically features you speaking and the consumer listening (at least hoping they are listening). There is no dialogue, no rapport, which any good salesperson will tell you is key to making a sale in most industries.
Second - It’s not personalized. Know your audience. Your ad communicates one message to everyone…literally everyone. You have just lumped everyone into one category and solidified the premise that every individual is not unique, with no variance in needs or their interests.
Third - It’s costly. Marketing utilizing traditional print, radio and TV without an overall strategic plan, is costly and un-targeted. You may hit a few people with the ‘darts’ you throw up in the air with your message, but it is likely they will never become your customer.
Fourth - It’s highly disposable. Even with an expensive campaign, your communication may only capture a tiny slice of the market at the time it’s broadcast to the masses. Good luck putting it out there in front of the right person at exactly the right time, under the right circumstances especially if there is no effective (and trackable) call to action or follow-up.
It isn't enough to simply keep sending out mass messages about your product’s features and benefits utilizing only one form of delivery and expect it to reach your audience. This equates to saying everyone only wants vanilla ice-cream and only wants to eat it on Tuesdays at 3:00 PM. An effective marketing strategy segments the messaging by consumer through the creation and distribution of helpful, highly relevant and emotionally engaging content delivered through multiple channels. Determining who the customer is and what their specific needs are, will help enable you to reach the right people with the right information when they want and need to access it.
Remember, consumers are in charge, and they demand content tailored to their needs not yours. Organizations that get this premise and even anticipate their target audience’s individualized needs, will stand out in the masses and will be best positioned to capture the attention and $s of their target audience.