Cold calling stinks. Marketing is mysterious. And, advertising is just plain awful. I know I’m not the only who feels this way. Experts estimate that the average person sees more than 3,000 marketing messages per day. Go to a major supermarket, and you can increase that number to 37,000 if you count all of the products on the shelves. With hundreds of advertisements everywhere from the bottom of your soda cap to the back of the bathroom stall door, it’s no wonder we’re overwhelmed by all of the marketing chatter.
We see approximately 250 marketing messages every 90 minutes. The recall number for those ads is around 1. Yes, 1 out of 250. Those are the odds. When I try to tell people about Matchmaker Logistics, I have a 1 in 250 chance of getting noticed. Those are the same odds as finding out your kid is a genius (250:1). It’s more likely that I will be audited by the IRS (175:1) than get noticed with my marketing message. Now, that’s depressing.
When I was a kid, we had three TV channels. We saw hundreds of ads (not thousands) and the average grocery store carried a mere 3,000 products. We were a captive audience and we knew what we wanted–that one brand of cereal with the free prize inside. It was a world of undersupply with limited choices. Heck, when Henry Ford started mass producing Model T’s, he said: “Any customer can have a car painted any color he wants…so long as it is black.”
These days, most industries have moved from undersupply to massive oversupply and unlimited choices. Not ours. And yet, we still find it tough to get noticed over the chatter, babble, pratter, and natter in the transportation marketplace.
If I’ve learned anything, it’s that telling isn’t selling. I don’t want to get noticed because I’m a faster talker or a louder squawker than the other 249 products and services vying for your attention. I want Matchmaker Logistics to be remembered because we surprise and delight our customers with our actions. Matchmaker Logistics: Small on Chatter; Big on What Matters.
To help you remember that, I’d like to send you a Free Prize Inside. Really. It’s that simple. No strings attached. We bought gifts for the first 99 people who notice that we’re more about delivering the goods than excelling at small talk. Want your little desktop toy? Contact us, put Free Prize Inside in the message field, and we’ll send it out to you.
Turn down the chatter and focus on the important stuff this weekend,
~Bob
