Pavlov's Dog is Dead, Part II

We've trained him to distrust us! Year after year, the advertising community has rung the bell and offered our customers bogus sales, products that aren't available, or our worse, your lowest end products.

Oh, sure! We got their attention...even drove them to our stores, but at what cost? I'll tell you...our good will...their trust...future long-term customers!

The advertising world is based on being the loudest, most obnoxious! 80% of ads are focused on some kind of sale...sales only target the "transactional customers". These transactional customers are the first ones to show no loyalty and purchase from the lowest priced business.

WHY DO YOU SPEND 80% OF OUR AD DOLLARS TARGETING YOUR MOST DISLOYAL CUSTOMERS?

Because, most advertisers do not know how to connect with their key customers, the loyal customers who shop and buy day-in-day-out. The consumers who drive our revenue, but more importantly drive our profits!

The key to solving the advertiser's dilemma is to effectively reach loyal, relationship driven customers! We must retrain our customers to hear us, not just the sales bell, but to really hear and listen to what we have to say.

Pavlov's Dog is Dead! Part I

Long ago in a very different world, businesses could buy an ad on a prime time show on one of the three broadcast channels reach a 1/3 of the buying public and launch a new product instantly!

Procter Gambel, Kraft and Sears had it is easy.

You do not. You no longer have the option to buy one :30 second commercial run it on broadcast TV and watch the people come running like Pavlov's Dog.

Ok...maybe Pavlov's Dog isn't dead...maybe he is just deaf.

Maybe he just can't hear anymore or more specifically has learned to ignore the bell. Possibly, we the advertising world rang the bell too many times and didn't deliver what we promised or worse yet what he expected.

We taught him to come, when the bell is rung and now, we've taught him to ignore us!

[Editor's Note: Yeah...we kinda already knew that! How do we fix it?]

Good question! Keep reading my blog and over the next few weeks, I'll give a "little" insight to how to overcome our deaf dog and retrain them to "trust" you and more importantly to comeback running the next time you ring your advertising bell.

[Editor's Note: If you can't wait till my next post...shoot me an email and we can take this conversation offline]