Cutting Through the Clutter

Advertising used to be so much easier: simply a catchy jingle or a clever slogan was enough to etch a brand name into consumers’ minds. But the landscape has changed. With the advent of the digital video recorder, smart phones and the internet, came the challenge brands face today – How and where can I connect with my target audience?

Today, advertising is everywhere, and there’s more of it than ever before. On average, consumers are exposed to more than 3,000 marketing messages per day! It seems the goal of many marketers is to plaster every blank surface with a brand, logo or promotional message. So how can a small to medium size business compete against the bottomless advertising pockets of the Cokes and Apples of the world? Below are some tips on how to cut through the clutter without over-spending or alienating the consumer:

First, you need to understand who your customer is, what their shopping habits are or where they spend their time. If you don’t have the funds to invest in customer research, offer an incentive to customers who fill out a survey after purchase, set up a social networking page where customers can interact with your brand, or develop a customer loyalty program that tracks and rewards shopping habits.

Secondly, focus your marketing on the needs of your customers. You don’t need to be everywhere or appeal to everyone. Think about the steps your customers take each day and how you can place your message in their paths and embed your brand into their daily experiences. If they’re online throughout the day, consider enhancing your web presence with an interactive website, or launching an eNewsletter with tips on how to fight office boredom or exercises while sitting down.

Lastly, market with purpose. Think about your goals and what you want to achieve through your marketing efforts. Mold your message to the people you are trying to target. Think about how you want that audience to respond. Get creative with your messaging, don’t interrupt their lives – tell them how you can enhance it.

The marketing possibilities are endless, which is why so many people get overwhelmed or over-spend on marketing channels that don’t work. The good news is that you don’t have to do it all yourself. Simplify your job by partnering with the marketing professionals at Proforma to help you pull together all the pieces for your next project and start cutting through the clutter today!


  1. For me advertising is not easy.. Maybe for you because that is your expertise.. I have to study a lot! Well, thanks for this great post!

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