Channel Surfing Syndrome

Ever sat down on the couch in front of the T.V. and just channel surfed until you find something interesting to watch, then as soon as you find something, you get a surge of interest as you have found something that has captured your imagination? I view this as a very similar way to how we as consumers act as purchasers in retail stores, or wherever else it may be we are making a purchase.

Although the market is saturated in marketing across every industry and many consumers are brand loyal, capturing the imagination of consumers in that spilt second of boredom interest is a perfect opportunity to have them take second thought about their purchase and reconsider something else.

The main thing to be taken from this is that, even though big multi-billion dollar companies can spend millions on advertising and have strong brand loyalty they can still be challenged. A well planned strategic marketing plan by a new business that takes to the streets and uses it money wisely has a fighting chance to grab some market share. Those giant companies have become slow and have lost that innovation that made them big in the first place. This is why small innovative companies that are well structured with solid business plans, unique products and flawless execution can be a tremendous threat to big companies.

Consumers are always after something new and exciting, especially in the fast paced instant gratification society we all live in now. If a company can discover the point where to captivate their consumers by doing strategic brand building, product placement and market research, it can immensely help in meeting its goals.

I have spoken about our marketing campaign in brief over the last few weeks and today’s blog provides more insight to the reasoning why we selected our 3-tier marketing campaign structure. I firmly believe the place to generate sales is where the sales are to be made- in the stores. Irrespective of how strong a brand following a product has, a consumer can be enticed to try something new and unique if you give them the opportunity too.

I view the most fundamental key to brand and sales success lies within street level marketing, thus our strong focus on supporting retailers. How many times have you gone into a store to buy something and you buy something new just to try something different and add variety in to your life? It’s that whole “channel surfing” syndrome- the perfect time and place to grab a person’s attention. I believe that print is great for the long-term success, it adds to brand awareness. There are many brands that I’m very familiar with but have never and probably will never purchase. There’s a difference between knowing and brand and liking the product enough to want to buy it. When developing a marketing campaign knowing your target audience is one thing, knowing where and how to really capture your consumers in a set time frame is another. Marketing is not just about getting the word out there, rather more importantly it is about getting the word out there in a set time frame to realize your goals.