Getting Noticed in a Noisy World
In 1970 it was estimated that the average person saw around 1,000 marketing messages per day. Today that number is closer to 5,000.
We are constantly bombarded with marketing and advertising everyday. The sheer volume of noise we are exposed to each day overwhelms our senses and causes our brain to shut most of it out. We simply do not have the bandwidth to take in the various messages that come our way every day.
As a business owner it is your job to come up with creative ways to get your brand and your company noticed and cut through the noise. I’ll give you a few ideas here…
Two years ago I almost bought a book from a particular author and for whatever reason never got around to it. Over the next two years that followed I would see various advertisements from this author, interviews he had given, and social media posts from his accounts. It finally got to the point to where I finally picked up the book again and read it because of the constant reminders I was getting on a weekly basis.
From what I could see, his advertising probably didn’t cost a ton of money. But, he was just so consistent in his reach that you couldn’t help but notice him.
2) Come in through the back door
One of the best ways to market to someone is when they don’t know you are marketing to them. I had a client once that owned a relatively large commercial cleaning business. We put a strategy together for them that consisted of a gift basket that also contained coupons from various (non-competing) local businesses, including one from our client for a free office clean.
Instead of approaching the businesses in the area directly, we gave these gift baskets to commercial real estate agents and landlords to pass along to their new tenants as a welcome gift. When the new business called our client to redeem their coupon they had direct access to the business owner to pitch them on monthly cleaning services. We never would have had the same access or ability to get their attention through cold calling on them.
3) Stock your quiver with as many arrows as possible
I’ve always said that success in marketing and advertising is like death by a thousand paper cuts. One paper cut won’t kill you, but the cumulative effect of thousands of them will.
Very rarely are you going to find one surefire method of acquiring new customers. (And even if you do, chances are, it’ll get less and less effective over time.) Instead, it will come from a consistent, concentrated effort on as many tactics as you can afford with the money and resources that you have.
I hope that these ideas will help you see your business in a new light and spark some ideas of your own to get you going.