It’s official: in-your-face advertising like billboards and pop-ups fall short in creating consumer response. Estimates vary, but some say that an average person in an American city can see upwards of 4,000 advertisements in a single day. But who’s paying attention or acting on them?
No one likes to have their personal space invaded, especially consumers who resent advertisements seeping into their every day lives. According to a recent blog post on Linkedin, Stop Shouting, Start Engaging: The New Rules of Selling, Buddy Media co-founder, Michael Lazerow explains, “We are living our life, feeling good, doing our thing, when — Whoah! — I did not want that in front of my face, shouting at me.”
To produce action, marketers need to become part of consumers’ daily conversation by producing content that people want to share and discuss with others. In order to engage with consumers you have to earn their trust. One way to do that is through a word-of-mouth strategy. As consumers, we trust products that our friends recommend to us because we value their opinion. This is especially true with As Seen on TV products, because some DR marketers have cracked the code on authentically connecting with target consumers.
DRTV advertisements can use limited-time discount promotions, among other strategies, to produce an immediate call-to-action. DRTV motivates consumers to “raise their hands” and participate in a dynamic conversation. By offering deals for a fixed amount of time, the consumer feels a sense of urgency to respond, becoming fully engaged with the advertisement and the product itself.
As Lazerow warns, “If you are not producing content that people engage with, you are going to die as a brand.”