The media folks will tell you that planning media to show up in context can be up to 30% more effective.
As with most insight shared my media agencies, this shouldn't come as a surprise.
Ice cream sales go up when it's hot.
Match making sites get more traffic closer to the weekend.
Fitness brands do well to focus spend around New Years Resolutions.
But this only goes so far.
Because there are much richer deeper patterns to uncover.
And you get loads of them from this book.
So much rich insight.
Different ways to gain relevance with different lifestages. For example, older people are mentally running out of time and getting out a mental red pen and crossing out anything in life that is a waste of their time.
Then there's the fact most of what we really like culturally is decided in our twenties.
Don't drink your first caffeine drink until an hour and a half after you've woken up (it messes with cortisol production, the body's way of waking us up naturally).
Talking a five minute break every hour boosts productivity, it's even better if you move.
It takes 66 days on average to break, or build a new habit, yet most abstinence crazes like Dry January are one month, precisely half of the time it takes for lasting change.
We remember the end of things more powerfully than any other point. Apart from the beginning. How much do you make sure an new employee has a perfect first day? It will influence so much of how the rest of their time with you will go.
Conversely, the chocolate we enjoy the most is the last one in the box, or the packet.
Plan for shifts in the calendar or the day. Connecting people on the way home from work is really effective, but so is the transition from Winter to Spring.
Coming to 'transitions' matchmaking sites get disproportionate sign ups from people with '9' in their age. 29, 29, 46 etc. Because the move from one decade to another makes us evaluate our lives and, I guess, our love lives.
And on it goes.
Once upon a time, it was TV, print, press, outdoor or PR. Now you can reach people anytime anywhere, any place.
Most folks squander this by bludgeoning them with crap messaging not caring what they're really interested in. Even worse, they re-target them as if once wasn't enough. Sometimes, a sale isn't enough, they'll re-target you with what you've just bought.
When we can now add value to what people are caring about by the ad synching what folks are doing and what they care about at that moment.
But it can be so much better, synching with what they care about, the ebbs and flows of the year and even the ebbs and flows or age, new beginnings and even endings.
This means it's going to take you till early June to get out of the habit of not blogging.
Posted by: john | March 04, 2019 at 11:46 AM
a post a day john
Posted by: Northern | March 04, 2019 at 11:52 AM