Matt’s Creative Advertising Blog

What motivates a person to buy a new product or buy from a new vendor? In my experiences it has often been the right combination of both timing and offering. That can be a daunting proposition as this delicate mixture may be difficult to attain. Likewise, because timing is so crucial, it requires persistence without aggravating the prospect. Manipulating the advertising formula so as not to become truly bothersome only increases the frustration for the professional salesperson. What is too much? What is too little? What message will get me a response?

In todays age of technology, constant advertisement, and product tie-ins, it has become increasingly difficult to get noticed. Apple, Coke, McDonalds and the other corporate giants need not contend with such a concern. Thanks to years of marketing and a seemingly bottomless budget, their brand is everywhere. My experience suggests that all this noise has ironically created a level of complacency in the buyers like never before. Its becoming harder and more expensive to find that creative outlet.

With regard to this topic, I define buyer complacency as nothing more than an unwillingness to learn or explore new alternatives. Advertisers eagerly attempting to acquire new business are the true culprits. They in effect have cannibalized the very market they seek to gain. Of course, advertisers cannot simply pull the plug or they will lose valuable exposure. The result of this saturation appears to be that the buyer, overwhelmed with possibilities, ignores most of them opting to do nothing instead. He/she never learns what unique benefits could have been realized. Adopting a if it ain’t broke dont fix it mentality ignores the very real possibility that it is already broken. For example, why replace a printer that still prints? Well, perhaps a new one could increase productivity, offer color options, and cost less in the long run or the short run for that matter?

And yet, I am guilty of the very same offense that I write about. In fact, most of us are. How much abuse do we absorb from the cable company, our bank, car service centers, etc. before we search for an alternative? For most of us, its quite a bit. Why? Because, if the pain we receive isnt great enough, well simply accept what we get.

My chosen industry is in office products. Despite it being a $250 billion dollar industry and serving as the fuel for commerce, some may consider it petty. Nevertheless, it is fiercely competitive and alternatives exist everywhere. For this very reason, I am often astonished by a buyers unwillingness to examine new options. I hear how prices change too often, delivery is sporadic, selection poor, and so ononly to later learn that they are too complacent to switch. Ultimately, its what they know even though what they know is causing them concern. This supposed comfort zone is a tough beast to slay. Too often my would be clients gravitate towards the big national suppliers while dismissing opportunities right in front of them simply because it is the perceived easiest way and because my competitors jingle has effectively penetrated my prospects core. That makes my job and my marketing that much harder. Im up to the challenge.

I believe that if a company will do the right things the right way and do it long enough, they will have the right clients. Such has been the case to date. As managing partner of OfficeBundle, we have worked hard to create a unique buying experience and methodology that addresses the common concern of price. We rarely have a customer service issue and we have an extremely low return rate. Why? Because for the clients we are fortunate enough to serve, we made it through the noise and they in turn were able to analyze us to create a perfect match.

Timing and offering, thats the planetary alignment we in the middle market are constantly seeking. Im sensitive to it now. I dont throw away a letter simply because its trying to sell me something. I glance at most e-mails just in case there is an offer that would benefit me. The daily battle continues.

This entry was posted on Saturday, September 29th, 2007 at 6:28 pm and is filed under , , Advertising, Internet Advertising, Creative Advertising, Small Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.