Making a marketing impact in a cluttered and fast-moving world can be a bit of a challenge.
Which got us here at matm thinking, how many adverts are we exposed to every day?
It appears from a huge amount of in-depth research – well okay, about 10 minutes on Google – that the answer is not clear.
In 2007, the New York Times quotes 5,000 (up from 2,000 in 1977). Then again, that is for the USA where they would tattoo an advertisement on the inside of your eyelids if you let them.
Another textbook figure that pops up a lot is 3,000. A blog has even been created solely to explore the phenomenon.
In Australia, one intrepid blogger, Matt Granfield, set out to actually count how many adverts he saw in 24 hours – that IS dedication for you. He got to 91 in the first hour and concluded it wasn’t looking good for the 3,000 figure.
Some experts break the figures down a little. A recent study, again in the USA, found that 34% of all ads targeting children or teens were for sweets and snacks – and that tweens were the most heavily targeted, seeing more than 20 food ads a day.
And at the conservative end of the scale, some put the total number of ads viewed at 300.
Okay. Whatever the case, we get to see a lot of adverts – and more now than we used to.
That’s why it is so important to make your message stand out from the crowd.
We recently helped Douglas Macmillan Hospice in Stoke on Trent do this by designing a promotional money collecting box for them. When every penny generously donated really counts, it’s important to get things right.
So here’s our top tips for designing promotional material:
- Know what your key message is. It might not be profound – but it always has to get right to the nub of the matter, and fast.
- Be clear about what and who you are promoting. You have a blink of an eye to achieve a connection and trigger a reaction.
- Use bold, contrasting colours – which always reflect your brand. Contrasting colours help the whole design stand out.
- And in that cluttered world mentioned earlier, less is always more. Keep it simple!
We hope that when you see a Douglas Macmillan Hospice collecting box, you’ll put a few coins in. It’s one of the hundreds – or is it thousands? – of ‘adverts’ you will see in a day that is really worth succumbing to.