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.

Marketing Jargon Kills

marketing jargon kills media in BillingsI was reading a 67 page guide “How To Be in the Internet Marketing Business” or some such thing the other day and it hit me just how much jargon there is in marketing and advertising.

For those of us working as professional marketers, it seems to spew from us like so many negative television ads during this election campaign.  Endless and non stop.

Why the Marketing Jargon?

So why do we do that?  While talking with two different clients in the past week, I was rolling along talking about 30’s and 60’s.  I went on to talk about how we could use that time to gain attention and help people learn more about their products.  In this case, both of these people were running for office in Montana.

Neither understood a word I said.

One wasn’t even sure what the rates for an ad were after I explained them.

Marketing is full of jargon like CPP, CPM, CPC, SEO, CTR, AQH, AQR TSE, TSL, and HUT among others. It is no wonder the idea of marketing a business or a product is scary to a lot of entrepreneur’s.  They don’t want to make the wrong choice.

Digital Media–Measuring and Applying Jargon to Marketing

Digital media has gained traction because of its ability to translate something that is generally unmeasurable into something that might be measurable.  Add to the digital media pros bag of tricks a never ending litany of jargon and a few success stories and you have the recipe for the hottest, newest kid on the block.  Besides, who can argue with a success rate of .0026% CTR? (why would you even measure that?)

Add the millions of books and guides and a low barrier to digital entry and you have the recipe for even more confusing material in the marketplace.  As best I can tell, you can claim you are a digital expert just a few weeks after leaving animal obedience training school.  The confused stories I hear from business people who want to use social media to market their businesses would be funny if it weren’t so sad.  (“let me ask my son in law, he’s on Facebook all the time.”)

Jargon-less Marketing

Media like television, radio, billboards, and even print to some degree have to understand that people don’t understand the words they use.  The jargon doesn’t work. When people are confused, they don’t do anything.

If you have a company who needs to market, don’t let the jargon scare you.  Force your media person to talk to you about what you care about–leads, traffic, prospects, or potential buyers.  Marketing your business today is the battle to get noticed in a time of a high level of noise.

Let them save the jargon for Alpha Bits cereal.

 

 

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.