Marketing’s Dangerous Echo Chamber

Marketing echo chamber definedMarketing 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 Billings Echo Chamber marketing 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.

Social Media Marketing Fails to Work

businesses focusing on social media marketing are going out of businessSocial media marketing violates a major marketing model–which is why it fails to work in many cases.

I’m sure there are people in the group who will write chapter and verse about the benefits of SMM.  There are studies showing how it works, how much it generates, ROI, etc.

One of the big questions I have is its ability to gather attention, the first principle of AIDA.  If you don’t have a market presence to start with, social media seems unlikely to me to generate it.

Viral Marketing is Different

Certainly, if you can generate a viral buzz or meme using SMM, you are gathering attention.  When everyone is trying to create the next big thing (sorry Samsung), when do you get above the noise?  When and how do people who don’t know about your product or service find you?

The internet has become a non stop cacophony of exactly the kind of marketing people want to avoid–interruption marketing.  Look at the number of pages whose video players are set to auto play.  Add to the noise the delayed flash pop ups, fly ins, roll overs, hovers and so forth and you have a medium that is way noisier and more full of crappy unrelated content than any TV, radio station, FSI, or fashion magazine.

Marketing by Word of Mouth

How is social media marketing different?  Other than its cheap.

In the old days of Mad Men ad agencies,  three martini lunches, and expensive compelling creative only we cared about, social media marketing was called something different.

It was “word of mouth”.  To the degree brands believe they can control the thoughts and actions of people who use or diss their products is the level at which they delude themselves.

 

Getting Noticed–the Key to Marketing

Getting attention for your marketing in BillingsMarketing is all about this quote from Leo Burnett:

“If you don’t get noticed, you don’t have anything.
You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks .”

Leo Burnett: was a renowned 20th century advertising executive

There are a lot of ways to get noticed in Billings, but your marketing is really more than just getting noticed.  It’s getting noticed in the right way, by the right prospects, at the right time.

Focused Marketing Using AIDA

One of the reasons the marketing axiom of AIDA is so valuable is the truth in that phrase. Prospects are always rolling through your window of opportunity.  Your marketing in Billings or anywhere for that matter needs to be consistent and present in a target rich environment.  You cannot predict with any degree of certainty when a buyer will be available to you.

Buying cycles occur everyday.  People love to buy, but they often don’t like to be sold.  Using a marketing media like radio gives you the best opportunity to be looking for attention when a prospect is in a buying mode.

Getting Noticed is Marketing 101

What do you notice?  Is it the golf clubs or golf balls when you are watching the Ryder Cup?  If you aren’t a golfer, chances are very good you won’t even be on that channel even in passing.  To you, golf ads are a waste of time if they are even noticed at all.

To another, a golf event is a great chance to be noticed and move further into the mind of a customers buying cycle.  You have been noticed.  You have their attention.  How you turn it into interest, desire, and action is the art of good marketing.

A sporting event is a great way of getting attention when you are tied in as easily as golf, but what if you are selling stereo equipment?  Where would you want your message heard or seen?  The proper choice of media along with a well targeted message will help you sell more product.

Wasted Marketing Messages

A claim you have the “best installers in town” is an example of wasting your time and money and listeners attention.  Of course, any advertising on cable TV is pretty much a waste no matter how cheap you get it.  The levels of usage of ad supported cable TV are so low in Billings you would be better off spending your money at the Crystal Lounge.

Burnett said it.  “If you don’t get noticed, you don’t have anything.” So why would you market your product in Billings in a medium that averages less than 150 households unless its highly targeted and specific.

Or you’re feeling lucky.