I just finished reading a book called “The New Rules of Marketing and PR” by David Meerman Scott. In it he outlines how the “old rules” of marketing are largely outdated due to the creation of the web. What does he mean by “old rules”? Mostly, it includes any advertising that “interrupts” you on a day by day basis.
Think about it. How often on a given day, are you interrupted by advertisers vying for your attention? Whether it be radio, tv, newspaper ads, phone calls or junk mail, you probably receive hundreds of interruptions daily. With this much volume, most of us have found ways to avoid it. We get our phone number put on a no call list. We set up our TiVo, record our shows, and watch them without the advertising. We can even subscribe to XM Radio and listen to our favorite programs without hearing any advertising. If you think about it, you’re probably doing some of these things yourself.
The next obvious question is, what are we to do if we want to get our message out?
In my business, I haven’t advertised in the Yellow Pages for years. It’s just not where my clients go to find me. I have done some post card marketing. But it’s expensive to do and not very effective.
The key to Mr. Scott’s book is this: Where do I go when I want to find a product or service? Honestly, I have to say I go to my computer and punch it in the search engine, usually Google. My thinking is that if they are on the internet and they can “sell” me on their product, service and price, I’ll usually give them a shot.
My bet is that you do the same.
Thus, you will be seeing lots of changes on our website in the months to come. I’m looking at adding lots more content, history of projects we’ve shot, and news of the industry. We’re excited about the change and the opportunity to be more connected with clients.
My advice, for what it’s worth, is to look at your marketing in light of the new rules. Your customers are hungry for information, but they want it when they are ready to buy. Any other time is just an interruption.