Even if you are able to target a specific gender and age group, you have no
idea when they will need what you have.
I would say less than one percent of the population need furniture... now.
Lets say you use direct mail to target
20,000 ladies age 25-52. One percent of them is 200. Of that 200 how many of
them read the mail piece, and how many threw it away?
If they did read it, what did it say? How do you know what to say? How do
you know exactly what they are looking for?
And on top of that, no long term branding takes place for the money that was
spent. You are not remembered for the money spent.
I would rather reach people intrusively through radio. They don't have to
read anything. People who have their radio tuned to your stations
don't have a choice, it goes in. If we stay away from commercial cliche's
and predictable words, they will listen and remember every word.
Even it they don't like ads, they remember them. Most people who complain
don't really hate the ads, they hate the fact that they remember them and
they didn't plan to. All of this is due to the fact people are predictable.
There is this thing called "Listener-Pattern-Predictability". Because people
listen to the radio in predictable ways, we are able to reach the same listeners over and over.
That's why we are able to tell 26 micro-chapters a years. The average
listener hears each ad 5-7 times. None of them intended on remembering so much, it's
how the brain works. "Broca's" area of the brain is the gatekeeper of
new information. As long as you are delivering new, unpredictable
information, people can't help but listen and learn. Predictable ads with
cliched verbiage go into short-term memory and are flushed with one night's
sleep. That's why most advertising is such a waste of money. Car dealers are
most predictable and most forgettable.
