From Mailboxes to Inboxes
Written By: Mike Seiler
Can anybody tell me where I can find a Tim Hortons in Owen Sound?
Everybody knows exactly where to find Walmart, Canadian Tire and The Home Depot, yet every week we still receive a reminder from them in the form of a flyer in our mailbox. (Or in the example above, a billboard, beside their store!) These flyers are usually filled with Amazing Deals; some too good to be true!
The term ‘loss leader‘ is usually reserved for products that companies use to drive traffic to their stores, where the profit earned on these products is minimal, non-existent or even, in-the-red. The hope is that consumers will buy other products in their store while they are purchasing these ‘loss leaders’. I believe the real loss leader is the flyer itself.
Print Advertising IS DEAD
As a Real Estate Broker, I made the decision early in my career to stop advertising in newspapers and magazines. Naturally, I had to develop my pitch to explain to clients how newspaper advertising was dying, and that my advertising dollars are better spent on different mediums, including online. Truthfully, I had never sold a home from a black and white photo in the local newspaper.
I have continued with some forms of print marketing, including unaddressed mail with Canada Post, but only with the intention of making impressions on the consumer. Definitely NOT to sell a home! Print advertising is wasteful, expensive and redundant.
Online Advertising IS ALSO DEAD
Over the past several years, and over the next several years each and every business big and small is going to be making the transition to online marketing. Online flyers, online stores, and online advertising.
Growing up I used to hear the statistics on how many advertisements the average person sees every day. This was predominantly through billboards, flyers and commercials on TV. Now throw internet advertising into the mix and these numbers are likely 10x what they ever were! Every video you watch online has advertisements laced in to them, your news feed on Facebook have ADS, and most major blogs and websites have cookie driven AD’s appearing throughout their sites.
As the consumer is becoming 10x more inundated with advertisements, they are becoming 10x better at filtering these ADs out. The result? A poor online user experience and a whole lot of wasted advertising dollars!
So What’s The Solution? The future of online marketing is all about ‘Freely’!
While online marketing is very much in its infant stages and ripe for the taking, ‘traditional, unsolicited online ADs are very much dead! They’re super annoying. They just plain suck! Millions and millions of YouTube ADs are being bludgeoned prematurely by the mouse click of ‘next’ and countless Facebook ADs are being trampled over by the scrolling wheel of death!
When is the last time you saw an AD for Google, Facebook or TripAdvisor? These companies have successfully defined their market, and people go to them when they need their services.
We visit Google because so we can ‘freely’ get all the answers for topics that we’re researching. Quickly, easily and in one place.
You browse Facebook so you can ‘freely’ get all the updates from your friends and family.
I check to TripAdvisor so I can ‘freely’ read reviews from restaurants and businesses when I travel.
Welcome to The Beck
But where can you and I go to ‘freely’ find local information? Ex. Which shops & boutiques in Meaford are having sales and promotions? Which cafes & restaurants in Saugeen Shores are having a dinner special tonight? What are some of the events happening over the next few days in Kincardine?
To find out all of this information, you would have to visit dozens of websites! Not for long!