Turning off the consumer side of your brain

Why is it when it comes time to think of marketing gimmicks strategies we end up turning off the consumer side of our brains?

Remember the last time you received an unsolicited e-mail? Do you read it? When was the last time you responded? – Exactly. So why will it magically work for you now?

Do you remember the companies that aired commercials just last night during your TV show? How about the Grand Daddy for all commercials- The Super Bowl. Do you remember any commercials from specific companies that aired during the Super Bowl? Did you buy anything because of the ad? – Exactly. So why will it magically work for you now?

Do you remember the company that last cold-called you? When was the last time you bought something from someone just because they called you first? – Exactly. So why will it magically work for you now?

If your going to turn off your own consumer side of your brain when thinking about your marketing efforts, at least be realistic with the results you’re likely achieve.

Happy Wednesday!

11 Responses

  1. Personally, I think marketing dollars are well spent if they either attack a competitor, attack yourself, move you into uncontested territories, or test a new position currently being held by a competitor.

    Gimmicks as a form of strategy don’t work.

  2. Tim,

    Thanks for stopping by. Maybe my point was not very clear. I was not trying to advocate gimmicks. Rather I was trying (maybe poorly) to draw the link between what bugs us also bugs our customers. So if we hate getting spam in our personal life, chances are that our customers will hate getting spam from us as well.

    I agree that marketing dollars can be better served elsewhere.

  3. No, you made the right point, I just made a poor attempt to reinforce yours.

  4. Gotcha. So we agree to spend it elsewhere!

  5. It’s amazing how easy it is to lose sight of how a consumer will receive whatever it is we marketers are trying to say. I lose sight of it, and I’m always shocked at how executives I work with lose sight of it (via their own hare-brained suggestions).

    Make a unique product, communicate a relevant message and add just the right twist to your approach – that is what gets attention.

  6. Brett,

    Thanks for stopping by and adding to the conversation. It’s almost as if we have selective memory when it comes to our own marketing efforts and we somehow think our case is special and that it will work for us (though we wouldn’t have even noticed the marketing had it been in our personal life).

  7. scrounginess says : I absolutely agree with this !

  8. Peter says : I absolutely agree with this !

  9. A point well worth remembering — and it’s accurate in pricing a product or service as well.

    My consulting service must be priced hourly, yet I PERSONALLY HATE to pay ANYONE hourly, so I was challenged (forced) to create package pricing for a few things that were appropriate just to satisfy the ‘me’ in my client. Thanks for the reminder to review all my outreach with my ‘customer brain’ turned on.

  10. GirlPie,

    Thanks for stopping by! I guess we should not only turn this part of our brain on, we should hook it up to a back up power supply just in case we ever lose power.

  11. Somehow i missed the point. Probably lost in translation 🙂 Anyway … nice blog to visit.

    cheers, Elul

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