Let's not pretend, work has slowed down a bit for many of those still employed. During the peak of boom times, it was normal for advertising agencies to be servicing all of their tried and true clients, while balancing 2 or 3 big pitches. I won't get into the politics of dedicated client servicing vs. pitch teams, but either way you look at it, when the overall company has new business opportunities out there and client spend has decreased, employees will find themselves with more time on their hands. I am sure that this echos the same for many others across their various lines of business. Therefore, at no other time is it perhaps easier to get your customer to listen, for longer than they would have typically given you. This dawned on me the other day, when I clicked on 3 email marketing pieces in 1 afternoon and actually accepted a cold call meeting with a financial consultant. While undoubtedly we have all begun to tighten our spending belts, there are certainly still services that we will indulge in, as long as we are gainfully employed. They may need to change their angle a bitm but with less effort, they can achieve greater cut through. I highlighted a fun interactive game that was linked to out of an DM email. While it was advertising a new car, which I would never consider at this stage, given the abundance of nearly new used cars that are available at insane low prices, but the fact remained...I clicked on it. AND I spent the time playing the game, and heard the pitch from Audi. If this were for something requiring much lower involvement, such as booking my next pedicure, I would have most definiely actioned it.
Now of all times, those low involvement marketing messages have a ready audience. An audience with, sadly perhaps, a little more time on their hands than they had a year ago.
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