by Dr Greg Chapman
In the modern media world, advertising is usually sold by “Impressions”. That’s not the number of people who have read your ad, or even seen your ad, just the number of people who had the opportunity to see your ad.
I think we have all evolved the ability to narrow our focus to the content we want so we can ignore the ads in the side panels. Even most direct mail ends up in the bin unopened, so getting people not only to see your ad, but also read it is becoming an ever greater challenge.
This business overcame the impression but no result phenomenon with their local area marketing by making their ad look like a parking ticket placed on car windscreens. Most flyers placed under wipers get ditched, ending up as carpark litter, but everyone will read a ‘parking ticket’. However, having tricked people into reading their ad, they made sure there was humour as a reward. To do otherwise would just make people annoyed and have them add to carpark litter.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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