In a study conducted in fall 2008 by consumer-data giant Experian, Americans need 38 hours in any given day to complete our tasks.
Now, you and I both know that we are limited – frustratingly so most days – to a measly 24 hours every day. So where do we make up the other 14 hours that we need to get stuff done? We multi-task our media habits.
Raise your hand if you watch TV in the evenings while replying to email. Or listen to the radio while surfing the web. Or scanning the paper while talking on the phone.
These types of media overlaps happen every day, which means your advertising on these channels faces an tough uphill climb if it wants to grab consumers’ attention.
Some tips on how to make your ads at least stand a chance at being noticed:
1. Keep it simple. Stay with one clear message in your ads.
2. Use clean creative. Whether it’s for television, radio, Internet or print, keep your design and copy clean and uncluttered. Again, focus on one clear message.
3. Tell them what to do. Be sure to include a strong “call to action” with your ad and provide clear, concise directions on how consumers can take you up on your offer.
About that Social Networking Thing
Another interesting tid-bit from the study: 54 percent of adults had visited a social media site like Facebook or MySpace in the past 30 days. That’s TRIPLE the percentage of users since the study was last conducted a year ago.
Social media is the new darling of the advertising world, but there is mass there in terms of users…how to use it to your company’s advantage is the tricky part. We’ve done social media campaigns for a few clients, and one thing I’ve learned is that social media is a conversation that takes on a life of its own.
So if you’re ready to have a multi-way conversation with your customers – or potential customers – then dive in. But if you or your CEO are still stuck in the 20th-century midset of “pushing” your message out, social media probably isn’t where you want to be. My advice in that situation – get unstuck and start talking.
