About Stop Advertising Now
Talking about creative ways of engaging people (Tip : Stop thinking of them as Consumers)
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Rumors of the demise of advertising have been greatly exaggerated. Despite gleeful claims, advertising is not dead and that good old fashioned 30 sec TV Commercial? That ain’t dead either. But both are a hurting.
Absolutist views like that help sell books and drive traffic to the websites. Heck they even make great headlines in trade publications and provide great fodder for talking heads. Advertising will be around for some time yet.
Talk. Talk. Talk
There is always a need for a manufacture to ‘talk about,’ their new product or service. No matter how great other forms of communication are, a concise, attention getting ad will do a great job of getting the message out there. The ad can take the form of a 30 Sec TV Commercial, a simple Print Ad or a Billboard in the middle of a busy street.
2 Ways Street
Communications theory 101: for effective communication to happen, both parties must be prepared to talk and to listen. The problem is that most marketers have somehow gotten it into their heads that if the Brand talks People Must Stop and Listen. Right. People don’t have to do no such thing. Stop advertising for a while and listen to what the People are saying. If that is asking too much, pause for awhile and you may just learn something useful from the people. Then you can start advertising again.
Advertising can be on any Medium
People automatically assume that when we say advertising it is the 30 sec TV Commercial. While advertisers are still spending significant percentages of their budgets on TV, they are now trying to split it up into other mediums. So while television will continue to lose audience, this audience will be going elsewhere. So yeah, the 30 Sec spot may be in ICU! But be prepared to see ads on your favorite TV Show, your monthly magazine, your social networks, your games, your street, your mobile. Yup, the advertisers know where you are.
There you have it. 3 reasons.
That is not to say that marketers and advertisers don’t have to do anything. The rules have changed and they better be ready to not only do the pre-requisite 30 sec ad, but also online ads, events and public relations to get the message out there. You know, think a little.