How many times have we heard ourselves and those around us complain about how there never seems to be enough time? And how often have we walked down an aisle in a grocery store and gotten overwhelmed by lines and choices of products? The answer would be ‘countless times’. Then why is it that advertisers often, in their rush to spend their marketing/advertising budgets often fail to understand what exactly they are competing with before formulating the message they want to communicate to the buyer.

While it is simple to define ‘competitors’ as those whom you are competing with, it would be naïve to limit the scope to only include products or businesses in the same category. Today’s lifestyle is often the major competitor. With the increasing tendency of multitasking and quick fixes, where cost of living is sky rocketing, and people are working more than one job or longer hours, people place a greater value on the little time they have left to spend with their families, friends and personal development.

What does this mean to marketers? It means there are only a few seconds in a day, for companies, to get consumers’ attention and how they reach out to consumers is equally significant. According to a research conducted by McKinsey in Europe, 54% of the respondent base went online to collect information before making a purchase. This means companies should have a stronger and mindful online presence, whether it’s through digital advertising or social media. It’s important to streamline your websites and have engaging topics of discussions on your social media sites and user-friendly navigation to assist consumers in getting the information they want effortlessly…. And quickly.

Information overload is a definite competing factor and should be recognized and analysed when trying to get consumers’ attention.  Whatever it is you have to say, say it well and say it fast. Be sure that what you are claiming to offer is relevant to your consumer’s need.

It’s imperative to understand consumer buying behaviour before developing your communication strategy.  This is what you need to know:

  1. know what they think, how they feel, who influences them, what drives them to buy that product and at what time,
  2. what makes them pick up the one brand as opposed to the others,
  3. when and where are they most receptive to actually listen to what you are trying to say,

Here are a few tips to make sure that your point gets across and sticks!

Do not ramble. You have to be focussed. You need to be concise.

Be catchy. There is enough serious stuff going on in the world. Don’t be afraid of a little cleverness, a little colour, a little music, a little positive emotion.

Keep it light. People like funny. If your brand puts that smile on their faces, they will remember you. Your job is  partially done if they remember you fondly, and have positive emotional associations with your brand.

It goes without saying, of course, that your product should deliver on what it promises… marketing 101. No amount of cleverness or humour can make up for a brand that doesn’t deliver on its promise. Actually, you’ll tick off your consumers even more because they’ve taken out the time that they could have used else where to engage with your brand … only to be disappointed. But if you convey your promise of satisfaction and deliverance of benefits in a simple, light and humorous way, and deliver…you’ll definitely stand out.

You need to get inside their heads and step into their shoes to know how they think, how they process all the information bombarding them from everywhere. You need to understand this in order to break through all the clutter sucking up all their time. After all, that’s what advertising should do, gain share of mind and top of mind.

Please share your comments. We’d love to hear what you have to say.