November 11, 2006
The Face of Advertising Has Changed
If you look back at the face of advertising and marketing over the past 50 years or so, you can see a very clear evolution. It used to be that if you had a decent product or service you could saturate the available media channels (t.v., radio, print, etc.) and you were virtually guaranteed success. Even though there was competition, there were enough ‘eyeballs’ available to make your product or service a success.
Not anymore. As the number of media channels available has grown, and as consumers have become more sophisticated, it is no longer enough to just saturate the airwaves with your product. You can no longer rely on ‘branding’ in order to sell your product or service.
We live in a very interactive world and the consumer very clearly has control of the situation, where it was once the other way around. If a customer or prospect doesn’t like what they ’see’, they now have thousands of alternative from which to choose. As a result, this change in the nature of the consumer requires a shift in how we think about how we interact with our customers.
Nowadays, in order to be successful in advertising and marketing these days, you’ve got to connect with you consumer. You not only need to hit on their emotional ‘hot buttons’, you also need a message that resonates with your customer in a way that motivates them to act. Because the consumer is in control of their experience, you MUST speak to them on their level and in the manner that they WANT to understand.
So what does this mean for you? It means if you want to grow you lawn care or landscaping business, you MUST be effective with your marketing. It means you MUST create a powerful message that speaks clearly to your market via the methods they have choosen to pay attention to.
Is this any easy task to accomplish? Definitely not. But those who put in the time and effort to figure out what it takes to be successful will be the ones counting the cash at the end of the day.
Filed under Lawn Care Marketing by Chestin
