How do we attain the level of effectiveness and achieve the results
by which we measure our success? It’s not as complicated
as you might think. The way we see it, there are a number of
obstacles between a consumer and your product or service. We
call these “the barriers of advertising.” We define
and address them as follows:
· Attention Grabber - Most
consumers are not consciously paying attention to advertisements.
Our pitch must offer them a thought that is more interesting
than what they are currently thinking. Think about it. When was
the last time that you picked up your favorite trade publication
searching for ads? That is precisely why we develop and place
media that goes looking for your consumer.
· 7-second Rule - When
consumers do pay attention, studies show that they lose interest
sometime between four and seven seconds on average. Even after
you have convinced a potential customer to visit your website,
you have very little time to connect with the customer and persuade
them to take a desired action (i.e. keep reading, place an order,
or stop by your store). Therefore, we develop our media to draw
and keep the attention of your potential buyers.
· Connection Failure – Once
we have succeeded in getting and keeping your customer’s
attention, it is vital that we now make a complete connection.
You have one opportunity to define your value proposition and
make your product or service appealing to your audience. How
will your product or service ultimately save your customers time,
stress or money? If you fail to address this question, you
are in essence wasting your consumer’s time. We have learned
that overcoming the connection failure with an effective value
proposition is an essential part of strong media and simply cannot
be ignored. The customer will respond when you address his interests.
· Media That Sticks – Even
after having conquered all of the above, your media will not
produce the desired results unless it sticks with the buyer.
Studies prove that very few consumers will take action to pursue
your offering immediately after seeing your website, advertisement,
or brochure. Accordingly, we develop media that sticks with your
customers; media that they will remember. The longer that the
image of your company’s offering lingers in their memory,
the better your chances to make a sale. Put simply, media that
sticks is media that sells.
· Harness The Buzz – At
CarbonPixel, we put an exorbitant amount of effort into precisely
targeting your market. We believe that persuading people of the
many virtues of your offering is in effect converting them into
word-of-mouth salespeople. This word-of-mouth excitement is termed “buzz” in
advertising jargon. People are most likely to buy when
a colleague or friend endorses your product as the trust factor
already exists. This is very powerful advertising. Through our
media, we aim to waste no energy and put all potential sales
forces to work for you, including customers who have already
bought from you.
each of these principles serves a different purpose at a different
stage of your relationship with the customer, they are all equally
necessary to effective media. By failing to address any one of
these barriers, you limit the flow of potential buyers and will
ultimately cut your number of sales significantly.