Mary Schmidt Marketing Troubleshooter

In advertising, 2% response is considered terrific. (When you’re talking millions, even billions - a 1/2 a percentage point is big bucks.) Who cares if you annoy and drive away the other 98%?

Here’s the thing: Your 2% is part of somebody’s else’s turned-off, tuned-out 98%. There’s a really good chance they’ve stopped listening to anybody (other than their friends.) So, in-your-face interruption advertising isn’t good for for the advertiser or the target - particularly small local (and virtual) businesses which really depend on personal relationships for success.

And, if people are already upset with you for shouting - shouting even louder isn’t the answer.

Tags: commercials, marketing, marketing troubleshooting, advertising, target marketing