If you think about it, marketing is a lot like a game of Where’s Wally.
Wally is the customer and a member of your bulls-eye audience. The people surrounding him are the noise, the people who don’t care.
At the moment can’t seem to shake this metaphor from my working life.
Today, I find myself deeper than ever in pull-marketing and this analogy is making it even easier to communicate it.
In marketing, what we normally do to find Wally is use paid media, also known as interruption media.
However, Wally is already in-market. So; Wally gets relevant ads come magically find him while the rest of the audience get bombarded with advertising that isn’t relevant to them.
If Wally is the most likely to convert, why do we as marketer’s waste our time and clients money reaching those who couldn’t give a toss?
Granted paid media is unmatched in its ability to drive awareness, mass reach, and frequency. But if you do too much of this you end up alienating the wider audience. Hence the terms ‘creative fatigue’. For me, ad fatigue caused by lazy marketers who won’t take the time to filter out the noise and do their best to speak only to Wally.
The hardest games of Where’s Wally are those that have a lot of noisy people in them. In media, our audience data is now better than ever – so why isn’t the game of Where’s Wally getting any easier?
We must use this data to make smaller, quicker & easier games to play.
Consider using channels that are inbound or pull. Search is a no brainier here. Why does Wally search? Because he has a problem that he want’s resolving.