During the countdown to Christmas, most stores choose to give their most exciting displays special attention, especially when it comes to the toy aisles. There’s an excellent reason for this marketing choice: Stores are trying to boost sales by appealing to children. As a result, it’s not uncommon to come across children screaming and crying in front of the displays, trying to attract the attention of their parents. Experienced parents, however, ignore the tantrums and carry out with their shopping. Why don’t parents pay attention? There is a variety of reasons, but it all boils down to four main aspects: They are not interested in finding out what’s happening; the store communication is dull; the toy displays are all the same; the toys are not right for their kids.
When it comes to making your brand memorable, the secret to people’s attention follows the same rules:
You don’t make people want to find out more
Curiosity is said to have killed the cat. In the marketing world, curiosity is a bait to attract buyers. Indeed, as it encourages people to want to find out more about what’s around them, this can lead to effective marketing campaigns. Marketers who chose to reveal a little in their email subject lines or social media posts encourage engagement. However, if your marketing campaigns don’t use curiosity to its best, your audience is most likely to ignore the bait.
You’re not inspiring your team
An uninspired team hides behind each flat line of marketing communication. It’s a team who couldn’t find interest in their own offers, and consequently who can’t develop appealing communication. Don’t blame the team, though. They most likely respond to a dreary management style. If you want to boost your chances, you should improve your leader’s skills through an online bachelor’s degree in organizational leadership. Indeed, someone who can motivate the team can help to build the in-house interest your business needs for marketing.
You don’t stand out from the crowd
The market is an area buzzing with activities designed to appeal to the target audience. However, when every business shares the same offer, it’s difficult to get noticed. Ultimately, if your message is no different from your competitors, customers may not know how to differentiate your brand from another. Besides, copying competitors can be counterproductive. For a start, you don’t have access to their business data, meaning that you have no way of knowing whether their market approach is right. Additionally, their plan may not be suitable for your business.
You haven’t found your audience
Last, but not least, is the question of the audience: Are you talking to the right people? A review of the main demographic factors on the market should highlight the diversity of market audiences. Figuring the most relevant target for your products or services can use a combination of markers, from occupation to gender. Most marketers also consider the implication of psychographics, aka an in-depth analysis of the personality and lifestyle of buyers. Failure to understand both demographic and psychographic factors dramatically affects targeting.
In other words, if you don’t want to land in a situation where your offers fall flat, just like the toy aisle in a crowded shopping mall, you need to make sure you understand not only who you are trying to attract, but also how to make the most of your marketing strategy.
