You turn on the television and watch their commercials every break. You call it a night and turn on the radio - and hear their radio commercial as well. Then, come morning, you scan the dailies and find their full-page ads splashed on the pages. You go to the market to do grocery shopping, and find another event pushing the sale of the same product. You go to the mall to buy that beautiful handbag you want, and find people handling out flyers - still promoting the item. You go back home and decide to check you Facebook account, and find too many posts on your newsfeed - made by the same company, promoting the same product. Enough!!!!
Is there such a thing as too much marketing? Do any of the above-stated situations seem familiar? Are your ears and eyes hurting already? More importantly, do you, as the consumer, approve of such practices?
Sometimes, businesses don't know the difference between steady/ consistent marketing and marketing overload. Too much of anything can never be good for business. Why? Because they result in the opposite of what they originally wanted to achieve - heightened sales.
People subjected to information overload get turned-off. Hard-selling is never a good thing. Sometimes, the over-zealousness of some businesses becomes a major disadvantage. Remember that even when it comes to marketing and promotion, being "top of mind" isn't necessarily good. Sometimes, the mere glimpse of a product's logo and hearing a few notes of their company jingle is enough for clients to head out the exit. I will never forget how my classmates and I kept singing this ridiculous radio commercial - not because we liked the product - but because we hated it so much and always made fun of it. Needless to say, we never asked out mothers to buy the product for us.
There are a few more reasons why too much becomes a major disadvantage:
Too much marketing creates chaos in the mind. This is not just a classic case of "last song syndrome." This is when you develop an utter disgust towards a product - for subjecting your eyes, ears and mind to mental torture. If you have a nagger for a wife, and feel depressed when you hear the same issues over and over again, then that's exactly how too much business marketing works to your company's disadvantage. If you go through a week hearing the same thing, seeing the same images, your mind goes into shutdown. Therefore, the marketing campaign of the business becomes ineffective.
Too much marketing reflects the company's lack of a well-researched marketing plan. If your company indiscriminately pushes your product thoughtlessly, it gives off the impression that you did not think of the basic principles of advertising - which is to carefully pace commercials, plugs, ads, and events. You need to think of the proper and appropriate communication channels to use, in order to be most effective. More often than not, too much marketing has no clear objective. You must decide if you want to build up your brand or generate demand. A business must have a clear idea of the objectives of the campaign, what their target segment is, and what communications channels they opt to use. Tip: Sit down with your team and plan out your marketing efforts, so that they don't come off as mind-boggling and irritating to your target consumers.
Too much marketing is essentially - TOO MUCH. If you subject your "victims" to over-advertising, they will immediately tune out. This is the mind's natural way of coping with outside threats. Yes, this sounds exaggerated, but it's true. If you notice that your numerous spam emails, Facebook posts and telephone calls remain unanswered, then your subject has chosen to opt out of the conversation. You receive "dead air," and only get the sound of silence. When campaigns just appear irrelevant, it's not just annoying to your customer - it becomes costly, and yet wasteful on your part. As a general rule, a marketer only has 12 chances to reach a customer, before they decide to shut you out forever. Practice moderation.
Too much marketing creates too much hype - which may not be met by the company. Most often, the client is encouraged to buy your product because of the hype you put into its promotion. "You will look 20 years younger, feel so much healthier, and it will make your skin super smooth!" Sounds familiar? A company is forced to invent all sorts of unmet promises with the hopes of making a sale. So what happens when the hype is not met? What if the buyer's skin does not "miraculously look 20 years younger"? Don't give false expectations - because your customers plunk in hard-earned-money and believe your claims. You not only lie to trick them out of their savings, you also successfully establish yourself as a Class A unreliable company who only thinks of personal gain.
The secret lies in knowing how to achieve that delicate balance between too much and too little; between mild exaggeration and lying. Take the time to analyse your marketing efforts to see if they are as effective as you want them to be.
Michael Griffiths is the CEO and Founder of My Small Business Marketing Guru. Helping small business owners generate more leads, clients and increase profits with relationship based marketing strategies. We invite you to get your free black mask marketing resources to help you business grow today, when you visit http://mysmallbusinessmarketingguru.com.au
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