Customer number one walks down the street, texting on the phone while drinking coffee in a rush to go somewhere. While customer number two is a shopper, carefully checking her shopping list while trying to make her kids behave. On the other hand, customer number three is at home, watching TV while eating and checking his social media account. Here you are presented with three different scenarios, all for one goal. You need to sell your product to these people, but how would you catch the attention of a person who usually does multiple things at the same time?
Here’s how to make the multi-tasking customer notice your advertisement:
Get to know your customer
Once you have identified your target market, you should also be able to keep track of the places frequented by these people. This means you must know the common interests of your market segment.[1] For example, you may be selling health products aimed at men and women, around 30 to 35 years old. You may use nostalgia to perk up their interest. Find out the most memorable trends during their teenage years and apply it on your posters and leaflets. The idea would surely make them notice your ad because it will make them reminisce.
Place your ad on places frequented by people
It is important to place your ads right where a majority of your target market can see it.[2] For example, your business is directed towards the college students in a nearby university. It is necessary for you to create an advertisement that will make those busy young people notice your message, so put up your ads in places where they usually pass by. It may be on a waiting shed on their way home, or at the bus which they commute going to school.
Make eye-catching ads
A study has shown that 50% of shoppers have made their purchase decision after seeing an outdoor advertisement.[3] This is why you should make an eye-catching advertisement. It is important to use color, bright hues perhaps. Do it with subtlety, and avoid making it look like a rainbow or a psychedelic stream of forgetfulness. Use colors sparingly and to your advantage.
Oftentimes, a combination of two or three is more than enough, unless you are using pictures. Shape your ads in silhouettes, make it pop out, and explore creative ways to present your advertisements. To catch people’s attention, you must be ready to try something unique like using car magnets.
Create a pleasant distraction
Intrigue, fascinate, make a splashing appearance and let your advertisement float through the sea of clutter. Sometimes, it takes a question or an interesting statement that will make your customers differentiate your ad. Even the simple word “free” makes a big difference. Whatever you do, be ready to entertain your target customers. Try to be humorous or gigantic if it fits your brand, and let your customers be amazed.
Say a powerful message
Powerful messages are usually the ones that speak with social relevance. If you want people to spread your word around, make sure that it is worth spreading. Inspire, not just communicate. Support advocacies to make a better impact. Even without using social issues, you can create impact by offering solutions to people’s problems. Make them care about your message because it can change their life. Make an appeal to their emotion, satisfy curiosity, and answer their needs through your products and services. Most importantly, include a call to action, to give your message that power, because without a call to action, all your efforts will just be wasted.[4]
When you apply the techniques mentioned above, there is a big possibility that even your busiest target customer will stop and spend the time to read your advertisement.
[1] http://www.inc.com/guides/2010/06/defining-your-target-market.html
[2] http://www.clickz.com/clickz/column/2281519/locationbased-advertising-marketings-best-kept-secret
[3] http://www.forbes.com/sites/marketshare/2011/10/10/does-outdoor-advertising-still-work/
[4] http://www.ojcmt.net/articles/32/325.pdf
