When you’re thinking about marketing, you already know you need an outstanding idea. You will have mere seconds to communicate it. Less than a year ago The Associated Press claimed our attention span is 8 seconds, shorter than a decade previous. People obsess over making those seconds count, scrambling to rise above the noise like eager volunteers waving their hands at the teacher, “Pick me! Pick me!”
The Super Bowl is the biggest ad game in town, with mega-millions spent to get the most attention. We talk about the ads after the game, or maybe sneak peak and pick our favorites before the Super Bowl is played. Yet many of the top spenders are losing market share, or at best still scrambling for a genuine place in the hearts of consumers.
That’s where the big companies, for all their millions, are missing the point. A truly outstanding idea begins with an outstanding company willing to address the higher values and purposes of its customers. Being louder, funnier, cuter or more obnoxious than the other guy may grab 30 seconds of attention (because it stands out), but loyalty to a trusted brand that can prove it supports the values of its customers is what wins. Don’t seek to merely stand out—be outstanding!
Photo wikipedia.org by P. Keleher