Today, if you want to get your message across, you have to work a lot harder. You have to focus on two things:
- At what time, under what circumstances you communicate (don’t you hate people who interrupt your work or your dinner to try and sell you something on your phone? Maybe you want the information they want to give you, but you’d prefer to receive it when you are in the mood for it, wouldn’t you?
- The medium and the techniques you use. The easier it is to absorb that medium, the more welcoming people are to the message.
The most effective and involving medium today is the TV, where words, tone of voice, colours, ambience, all of them come into play, involving all your senses.
Thus far, broadcasting on TV was restricted to the really big companies. And even for those companies, TV very often communicates at inappropriate times. Just when your mind is absorbed in a cricket match, ICICI Bank comes and interrupts you. And what is the result? You are irritated.
The ideal answer is to be able to communicate:
- When the person is looking for and receptive to information, and
- In a manner that allows him to absorb your message with ease.
Savvy marketers have found that the best time to get your message across to people is at the Point of Purchase.
So, if he could see a TV ad for your product when he enters your shop, you know that he is interested and receptive (that’s why he came into your shop) and also able to act immediately by making the purchase you wanted him to.
This is called Narrowcasting and this is what Digital Reach offers you. And it costs much less than you think.
Apart from communicating to customers, narrowcasting also allows you to reach your trade channels, employees, suppliers, etc. at the most appropriate time.
For more information, write to Snehal Patel at snpusa@yahoo.com
