Yell loud enough and people will hear you. That premise has enveloped television direct response ads for many years. Billy Mays was a prime example of an affable yeller. At the recent Direct Marketing Association conference I came away with a sense that maybe, just maybe the days of shouting out a promotional message are coming to an end. I hope that is the case.
Today’s consumer has many ‘channel choices’ when it comes to information. While there remain a substantial number of people that actually watch infomercials, (c’mon you know who you are) Gen Y’ers and Millennials look at infomercials with bemusement and at times with condescension. Those groups are the future of commerce. The real question is will people still respond to being shouted at?
Audience relevancy, offer, and interesting creative continue to rule the day when it comes to direct marketing and as far as I am concerned MARKETING in general. I can safely opine that this will not change. But in a world where the laws of attraction have taken hold in the advertising world is there still room for shouting out the message in order to be heard?
Today more than ever consumers need to be drawn to a brand and its message. We all talk about higher levels customer engagement, about creating a better and more enjoyable (even fun) customer experience. Personally when I am shouted at I shut down and really don’t hear the message.
Billy Mays was phenomenally successful and a true marketing legend. Here’s hoping that with his passing we see the beginning of the end of the shouting of advertising messages. We all deserve much better. Don’t you think so?