Practical guidance on advertising, targeting, messaging and marketing that earns attention without creating unnecessary customer resistance.
Charlotte business owners considering a storefront or commercial location should evaluate current space-improvement and business-support resources alongside the underlying economics of the location.
Milwaukee entrepreneurs considering storefront opportunities should weigh local space-support resources against customer demand, occupancy costs and operating economics.
Advertising inside paid entertainment creates a different kind of frustration because the consumer may feel they are paying for an experience and still being charged with interrupt
Businesses have never known more about potential customers, yet all that information can still produce the feeling that the company found the person without understanding them.
What if the future of advertising is not finding better ways to interrupt people, but giving people something they actually want?
Brand awareness is not automatically a win. A consumer can remember a company extremely well and still want absolutely nothing to do with it.
A consumer can begin with no opinion of a company at all and end up actively disliking it simply because the same advertisement will not stop appearing.
Advertising can create awareness while simultaneously creating resentment when it interrupts the very experience a consumer is trying to enjoy.
Digital targeting can know enormous amounts about people and still fail at the basic job of showing them something relevant.
Visitor spending and new residents can support local services, property management, food, retail and professional businesses.
Repeated interruption can teach consumers an automatic behavior: the moment advertising begins, escape.
Advertising is supposed to increase the likelihood that someone will buy. Excessive frequency can sometimes do exactly the opposite.
Entertainment is supposed to be a break. Constantly muting, skipping, closing and managing ads can turn relaxation into another task.
Context matters. An advertisement can be perfectly produced and still feel absurd or insensitive when it collides with the emotion of the content it interrupts.