{"id":1742,"date":"2020-03-25T19:32:01","date_gmt":"2020-03-25T19:32:01","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/attention-consumers-you-are-not-worthless\/"},"modified":"2022-08-10T14:48:19","modified_gmt":"2022-08-10T14:48:19","slug":"attention-consumers-you-are-not-worthless","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/attention-consumers-you-are-not-worthless\/","title":{"rendered":"Attention Consumers: You Are NOT Worthless!"},"content":{"rendered":"

\"q3-2010-attention-customers\"

\n

\nImagine a world where we, as brand marketers, could sit our consumers down and speak to them directly\u2014with their full attention\u2014and relate a specific message that\u2019s anything but implicit:<\/span>

\n

\n“You\u2014yes YOU, dear Consumer\u2014You are seeking a specific product, a specific service, to satisfy your wants and needs, and we can provide that to you! We work hard to make this product perfect for you. So, buy already!”

\n

\nIf only it was that easy \u2026

\n

\nIn reality, we rarely have the full attention of our consumers. but fortunately for us, consumers nowadays are rarely turned off. People are human radars, constantly picking up blips of ad activity, and with this in mind, we attempt to reach our audiences with frequent, targeted messages in the environments we believe they visit the most.

\n

\nAds today can find consumers in unexpected places. obvious channels include the internet, television, radio and print. However, with advanced guerilla marketing tactics, ads are now appearing on bathroom walls, drinking straws, grocer\u2019s eggs, and even people\u2019s heads! Media Matters purports that the average person is exposed to 600 to 625 ads each day. With such a heavy volume of media inundating consumers\u2019 lives, it\u2019s easy to see how even the most compelling ads can miss the mark.

\n

\nIn the end, marketing is a game where creating compelling ads is only part of the formula for success\u2014reaching the right audience with systematic frequency is the other. If you play the game with these principles in mind, the next time you stand up to shout, \u201chey consumers! We value your opinions and interests! you are Not worthless!\u201d\u2014the consumers will actually listen.

\n

\nAttention Marketers: Pace Yourselves!

\n

\nIf you\u2019re exposed to \u201cad-speak\u201d on a recurring basis, then you know that terms like reach and frequency appear ad nauseam, to the point of almost losing their meanings. However, if you don\u2019t study these concepts and put them to practice daily, the words can lose flavor or unreasonably transform expectations of how far your media dollars can go.

\n

\nOften, clients will ask me about the reach and frequency of their ads without even realizing it: \u201cso, how many women aged 21 and over, with an infant, are on that website? With this budget, how many times could they potentially see my ads?\u201d in most clients\u2019 eyes, the more impressions their ads make, the better. But more often than not, what clients don\u2019t consider is the number of times it takes for ad blindness to kick in.

\n

\nAccording to robin good of pubmatic, internet ad effectiveness begins trending downward at six impressions. For this reason, frequency capping\u2014or limiting the number of impressions a user can experience based on their cookies\u2014is critical.

\n

\nYour message should cover your target consumers, but not so much that it smothers them and turns them away from your brand altogether. By using targeting capabilities, you can avoid this pitfall. You\u2019ll be able to reach a larger portion of your target demographic with the appropriate frequency, and you\u2019ll be able to make sure that every one of those impressions really counts.<\/p>\n","protected":false},"excerpt":{"rendered":"

Imagine a world where we, as brand marketers, could sit our consumers down and speak to them directly\u2014with their full attention\u2014and relate\u2026<\/p>\n","protected":false},"author":40,"featured_media":1745,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[53,85],"issue":[11],"collection":[],"class_list":["post-1742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-audience-intelligence","tag-campaigns-advertising","issue-when-the-results-hang"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1742","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=1742"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1742\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/1745"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=1742"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=1742"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=1742"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=1742"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=1742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}