Marketing by echo chamber can kill your business. Its not just small business owners who believe everyone thinks and acts just like them. Marketing agencies can be swept away too.
Doug Garnett from Atomic Direct :
“far too many (business ad decisions) ad agency decisions are based on personal preference and neighborly anecdote. It also explains the ad biz obsession with digital – resulting in spending that far outpaces it’s effectiveness.”
An echo chamber is a place where you hear only your own voice coming back to you in a delayed fashion. Generally, its a fun experience. Maybe you can even remember the first time your heard that kind of an echo as a kid. Harmless fun.
Death by Echo Chamber Marketing
When it comes to your marketing, the echo chamber will kill your business. Entrepreneurs have the worst problem with echo chambers. The business they created with their own hands, their own ideas, and their own sweat is endangered by the very skill set that enabled them to take the risk.
Here are a few symptoms of echo chamber Marketing.
- Your revenue is stagnant or down
- You only listen to pitches from people you know
- You think everyone uses media like you
- You are going to run the same promotions next year you did this year
- You think you are the smartest person in the room
There are great local examples of echo chamber marketing in Billings. Almost any purchase of time on either cable supplier is a definition of echo chamber. Expecting a cable ad buy to make your business improve is akin to putting your life savings on 36 red and spinning the wheel. The usage of cable is so low gambling might actually be more effective.
The Billings Gazette with a reach of only sightly more than 15% of all of Yellowstone County residents gets enormously overbought. Its a great example of businesses and ad agencies stuck in what they think versus marketing realities.
It is echo chamber marketing at its best.
Should you think this doesn’t apply to you or your business, take a look at this chart from the Media Behavior Institute. This is a chart of how real people use media compared to how industry pros (ad agency people) use media. The same chart looking at entrepreneurs instead of agency people would probably have similar scores.
Notice the huge disparity between the general population and people who do advertising for a living. If you intend to win and grow your business, you must focus on what real people do.
The echo chamber was fun when you were young. Take a moment to see if you are still in that chamber. It will kill your business.