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...is the curious case of the commitment-phobic consumer.
Coincidentally, on one of my runs around the estate recently, plastered on lightboxes along the many bus-stops I huffed past were posters promoting Clear Channel's ability to reach "Time-Poor" consumers.
I find this idea very interesting.
"Time-poor". What does that mean? Do you mean that I am time-poor because I have little or no time for you? Because last I checked, I certainly still had 24 hours a day.
Time as a commodity has not diminished for me. Clearly I have many great loves and projects now that take up my time and as these accumulate, I have less time for other things. But that just means I now carefully prioritise what I spend time on. I have endless hours to splurge on the things that I love - in fact, much more now than I ever used to.
Now what that means is that if I have no time for a brand to "spread its messages" to me, it does not mean that I am "Time-poor". It means that I am not interested.
Trying ways and means to plaster messages in my face only adds to the innundation of unwanted distractions. You've gotten 3-sec of my attention, yes, but I don't feel good about you at all. Which means, I still wouldn't part with my cash.
Essentially, brands that want to reach consumers should think about what their consumers care about. Quite simply, because that's where I will be, and that's why if you're in the same environment doing something relevant and useful in this same space, I immediately feel less alienated.
All of you who have received tons of SMS messages from unsolicited sources will understand what I mean.
The first rule to connect with someone is not to put them in a box with labels.
Be genuinely interested in me and I will be the same.