Jun 15, 2010

Cutting through the clutter

Very different stories this week bring up an old theme.

One is the uproar at this month's World Cup football tournament in South Africa over the vuvuzela trumpets, which create a dull, bee-like drone to those playing or watching the sporting events. Announcers, chanting, singing, are all inaudible due to the constant hum of the vuvuzelas. Many have been calling for their ban, others say part of the local culture. Each fan thinks they are cheering for their team, but in aggregate is just part of the hum.

Another, reported in MMM online is the recent phone survey of about 1,008 U.S. adults by Kyp and Opinion Research that patients are finding too many options for health websites. The article notes that "while 76% of respondents search the internet for health information, only 22% use the web as their first port of call after they suspect a health problem – seemingly because of the confusing number of online sources. Even in the 18-34 demographic, more than half (55%) report that 'there is just too much choice' and that they 'simply don't know where to turn for the best advice.'"

The common denominator of these two articles is what we in direct marketing have been calling a need to "cut through the clutter," whether the audio of the vuvuzelas, the stacks of direct mail each day, rows of "spam" invading email inboxes, or broad array of similar websites.


- more intelligent search engines, and search engine optimization for those genuine authority health resources (inbound links from referrals)

- distinctinve, relevant messages, offers, and creative that get noticed

- in-market testing, especially on email subject lines.

Talk to us for more, we can help you "toot your horn."