{"id":605,"date":"2013-11-01T23:20:18","date_gmt":"2013-11-01T23:20:18","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=605"},"modified":"2013-11-01T23:20:18","modified_gmt":"2013-11-01T23:20:18","slug":"shouting-outside-the-box","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/shouting-outside-the-box\/","title":{"rendered":"Shouting Outside the Box"},"content":{"rendered":"<p><span style=\"font-size: small;\">\u00a0In \u201cTwelve Causes of Advertising Failure\u201d, \u00a0by Roy Williams, he identifies &#8220;over-confidence in qualitative targeting&#8221; as one of the primary causes of advertising that fails.<br \/>\nNowhere is &#8220;qualitative targeting&#8221; more misguided than in business-to-business marketing. Many business-to-business marketers forget that business people are people too&#8230; they follow their favourite sports teams on the radio, they listen for weather reports, and they each have their own musical tastes.<br \/>\nThe internet has totally changed <i>where <\/i>businesses are located. The old days of targeting &#8220;business zip codes&#8221; to reach businesses have long passed. Technology has made it possible to operate more businesses from home than ever before.<br \/>\nThe &#8220;qualitative targeting&#8221; misnomer has also resulted in the misguided pursuit of &#8220;the decision makers&#8221;, creating marketing campaigns which bypass the decision &#8220;influencer&#8221;.<br \/>\nConsider a printing company trying to attract more business accounts, for example. They&#8217;ll often target the person who signs the cheques in an organization, but when that individual needs more business cards, more often than not, they&#8217;ll ask a receptionist or executive assistant to get three quotes.<br \/>\nIt&#8217;s that executive assistant or receptionist who chooses which printers get to quote on the business cards.<br \/>\nImagine the impact of a radio campaign that says &#8220;The next time the boss asks you to order a printing job, consider ABC printing&#8230;.we&#8217;ll make you look like a hero.&#8221;<br \/>\nThe best marketers use the element of surprise to create unpredictable campaigns. There is an element of surprise when a &#8220;non-traditional&#8221; business-to-business advertiser tells their story on-air.<br \/>\nThe ENS Media Inc. advertising success formula is:\u00a0<\/span><\/p>\n<p align=\"center\"><span style=\"font-size: small;\"><b>Share of voice = Share of mind = Share of market<\/b><b>\u00a0<\/b><\/span><\/p>\n<p><span style=\"font-size: small;\">\u00a0\u00a0\u00a0 A whisper can be the dominant share of voice, \u201coutside of the box\u201d, if everyone else is shouting in the box.<\/span><\/p>\n<p><span style=\"color: #000000; font-family: Times New Roman; font-size: medium;\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0In \u201cTwelve Causes of Advertising Failure\u201d, \u00a0by Roy Williams, he identifies &#8220;over-confidence in qualitative targeting&#8221; as one of the primary causes of advertising that fails. Nowhere is &#8220;qualitative targeting&#8221; more misguided than in business-to-business marketing. Many business-to-business marketers forget that business people are people too&#8230; they follow their favourite sports teams on the radio, they [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-605","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/605","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=605"}],"version-history":[{"count":10,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/605\/revisions"}],"predecessor-version":[{"id":615,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/605\/revisions\/615"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=605"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}