To win future customers, your brand must be both recognizable and offer up something meaningful.
In the past, we’ve touched on the 95–5 Rule, which says that only 5% of customers are ready to buy today, while 95% will buy later. We also discussed the role of distinction in staying memorable with that future audience, as distinctive brands are easier to recognize.
Before streaming platforms overtook television channels and smartphones were in everyone’s pockets, marketing may have seemed simpler. If you wanted to market to a geographical location, you might have booked an ad on the local radio station, or put up a billboard on the busiest highway of the region. Each advertisement took the customer on a straightforward journey—from prospect, through the funnel, and out the other side as consumer. Now, with so many ways to catch a prospect's eye, things are a little more complicated.
Most marketing is designed to drive action now.
“Buy today.”
“Limited time.”
“Act fast.”
But there’s a fundamental problem with that approach.
Serendipity Media LLC is a full-service media company and marketing firm. We launched our first publication, Groups Today magazine, in August 2002. Serendipity Media now produces five regional and national magazines.