Mass Media – still the best way to steal a customer

Whats so special about YOUR brand anyway? No seriously. Do you REALLY have a USP? The truth is: there is very little difference between your consumer and your competitor’s consumer. And believe me, to them, there’s even less of a difference than you think.

The average bear has no idea why Nike performs differently than Adidas, or how Ragu tastes better than Prego. They are not easily dazzled nor informed about the distinctions of Charmin vs. Quilted Northern.

Regardless of the channel, most of your customers buying habits are just that  – habits. In fact, most of the brand work done by marketers is done in vein. People have more important things on their mind, after all.

Channels that allow you to engage in a conversation with your brand does indeed build relationships, however, you’re missing the bigger picture if you’re distracting them from being new customers. This is why if you’re relying solely on precise targeting, and lofty consumer insights, chances are, you’re missing one of your biggest prospects – your competitor’s customer!

Social media has an important place, for sure.  However be intentional about your expectation to generate an actual a new sale from just that channel. Who follows you on Facebook and Twitter? They are mainly your fans right- your existing brand loyalists? They are typically not your primary source of new growth.

One of the great benefits of general advertising is that it is not limited by the targeting. It reaches all the users in your category. And the best part it is, that includes your competitor’s consumers. So don’t be afraid to seed the market with good old fashioned mass media. Blend your targeting efforts with your social media and your mass media. A good idea, is still just that – a good idea, regardless of the medium.

Tags | brand loyalists, mass media, social media, targeted