ADVERTISE SOMETHING THAT GETS THEIR ATTENTION!
Again researchers are showing us anew what common sense has said all along. People pay attention to stuff if they already have an interest.
A new study by researchers from the Netherlands and the University of Michigan used eye tracking and timing equipment to measure what really got subjects attention. The answer: their attention went to where their interests lay.
What is the lesson here for us trying to market our brands? It’s to find channels of communication that have the greatest access to people who we know are interested in our product.
Old school: spend heavily in mass media, broadcast your message to as many eyeballs as possible and hope for the best.
New school: narrow your communications channels to those outlets where you are most likely to find customers actually interested in your product.