You’ve Got To Stand Up to Stand Out
March 14th, 2011Want people to notice your business? Want to get some attention in the market? Then you need to do something different. You’ve got to stand up and rise above the noise level in order to stand out.
The basic challenge that all marketers must face is that most of your target audience don’t want to be marketed to. They don’t want to receive your emails. They don’t want to receive your direct mails pieces. They aren’t listening to your radio spots – or anyone’s for that matter. They aren’t that interested in your blogs, your tweets or your likes. About all you can hope for is that one of your messages will sink in after a lot of repetitiveness.
Why? Because they’ve seen it all before. They get the same tired emails and social media messages that everyone else is distributing. The noise level is so high that it takes something different to get their attention.
The good news is that you can still grab attention, but you’ve got to be creative. If you’re pet friendly, send an email to their pet. If you offer golf, send a message on behalf of the flag, or a round-shaped mailer that looks like a golf ball. Use multi-stage direct mail (since nobody else is). Use humor in your blogs and on your Facebook.
Think you can’t afford it? Given the incidents of rebooking (3/10/10 blog) and what it means to the lifetime value of a guest, it’s worth spending some money to get them in the door the first, second and third time.
Be bold. Be creative. Try something new. Just don’t forget to measure it.
Bill Schlosser
Vice President – Marketing
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