Do you go where everyone else goes?

When you’re planning on marketing to a specific audience — do you go where everyone else goes?  In other words, if all your competitors advertise in a specific trade pub or in Times Square, do you go there too?  Or do you think it’s smarter to find a quieter street corner?

If you decide to go where all the noise is — how do you make sure you get heard? 

If you decide to go to the quieter street corner, how do you make sure the audience knows you’re even there?

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10 comments on “Do you go where everyone else goes?

  1. Hi Drew,

    Times Square truly is a remarkable place. I’ll not forget my visits in a hurry.

    Thanks for the kind email, and for planning your Face Behing The Blog article! That’s superb that you can take part and I too look forward to reading your future articles here.

    All the best.

  2. Sean Howard says:

    Wow. What a CRAZY CRAZY panorama shot.

    And to think they are trying to rebuild Times Square here. Sigh.

  3. David,

    It is a remarkable place, that’s for sure. Thanks for starting the faces meme. I look forward to seeing what others do with it!

    Drew

  4. Sean,

    Andthat’s just one partial block. Times Square literally goes on for several blocks. I was thinking as we drove down one of the main drags today in a cab how insane it is. And…how LOUD you have to be, in terms of advertising to get noticed.

    I mean, how do you top a five story plasma screen? Well, they are all trying. How about plasma screens that span an entire block, along the exterior of a buiding. Sorry — already been done.

    It sort of makes my head hurt.

    Drew

  5. Drew,
    Every time I’m in Times Square, I’m blown away by he stimulus. I always wonder how much the ads cost and if they’re doing any good.

    If someone could answer your question, there probably wouldn’t be a need for us marketers anymore!

    Have a great weekend!

    Pat

  6. Pat,

    I know. As we’ve wandered these streets over the past few days, I am struck by the mental and visual overload. Each sign, billboard and building louder and vivid than the next.

    Today, I wondered what someone could do that would actually stand out. Not only are the visuals big…but they are everywhere. 10-20 stories high, around every corner, stacked upon each other.

    It’s visual craziness. And I can’t remember with any sense of detail one thing that I’ve seen.

    Interesting.

    Drew

  7. mlgreen8753 says:

    That’s a tough question because the answer depends on various factors. For example, perhaps all your competitors are advertising their because it works. And if you go to a place where their is less competition it could also yield less returns because it’s not as effective as if you had went where everyone else goes. My advice is to test both scenarious out. Even if there is a lot of competition you can always work to improve your conversions and beat out the competition. You can also offset the competition by finding more spots to adverise on. For example, instead of just video marketing on YouTube, you can also go to Adwido.com and other video sites to extend your reach.

  8. And if you go to a place where their is less competition it could also yield less returns because it’s not as effective as if you had went where everyone else goes. My advice is to test both scenarious out…

  9. free sms says:

    very nice article, and very nice blog. Very helpeful for me.

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