Ayers Advertising

Happiness is a verb. . . .

So, let’s pick 1990 apart & see what it has to do with 2010, beginning with Point #1:  “Cut through local advertising clutter creatively.”

Number 1: Cutting through clutter. Advertising has always been important. But now there’s more competition so you’ve got to stand out in your message. In a recent article in Automotive News, we heard where as many as 200 automotive messages are being run in the New York market in one 24 hour period. That’s a lot of stuff! So whatever you do, make darn sure it stands out. [From the Original Post: Car Dealers Die]

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Right!  Cut through the clutter.  There was alot of clutter in 1990.  Think of the burgeoning media: The Major Cable TV Networks had just turned 10-years-old; radio was big but satellite radio was just being born & the iPod/MPlayer revolution was just barely a nascent concept; Newspaper was in its prime; Billboards going strong; Direct Mail . . . huge!  [R.I.P. U.S.P.S.]

How many impressions did the average consumer receive every day in 1990? Thousands?

Flip ahead 20 years.  How many impressions does the average consumer get hit with today? . . . so many that the average consumer actually does everything he or she can to block them out.  “Spam” filters are everywhere for every media.  [With apologies to Hormel & its hugely successful consumer brand.  Could there be any greater success in American marketing than to be so thoroughly adopted by the colloquium?]

Advertising Impressions is a subject we can write volumes about; produce dissertations over & found an entire university curriculum on . . . but not today.  Suffice to ask the question, “Is there clutter in local advertising today?”  Nothing New Under The Sun.

So, how do we “Cut through local advertising clutter creatively”?  Creativity takes on innumerable forms.  The seemingly ubiquitous “viral video” is one way – YouTube makes it easy to disseminate.  “Virality” is not quite as easy, though.

Writing & producing really creative commercials or graphic art that compels consumers to want to look can be done without much trouble.  Although, the costs for a local business can be out of reach.

Creativity can be induced through the art of engineering.  The proper application of search technology, through Google, Bing, etc. can cut through the clutter – and with extremely good market efficiencies.  “Social” engineering can cut through the clutter, too, with Facebook, Twitter, etc. inspiring never-before-seen marketing efficiencies using pinpoint target marketing.

To turn a phrase from former Speaker of the House Tip O’Neill, “All Advertising Is Local”.  It’s the Local Clutter that advertising must identify, grasp, analyze and ultimately conquer.  It takes the right Marketing Plan, with all resources aimed precisely and unwaveringly at the target.

It’s the Marketing Plan that dictates the local media and the local message.  What is the “hot button” in the local community?  If the Plan does not identify the target demographic – among other things – it is impossible craft the message properly . . . .

More about this when we talk Niche Marketing.

Thanks for reading!  Nathan.

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