It’s not good enough to be good. To survive and thrive in today’s economy, you HAVE to be remarkable. So what does it mean to be remarkable?
In short, it means that you, your company, your products, or your ideas are “worth making a remark about”.
If people aren’t organically talking about you, it’s a race to the bottom. With ongoing advances in technology and fueled by the ever increasing presence of the internet, we have been inundated with content! There’s no doubt that today’s generation has been exposed to more advertising than any previous generation that has lived on earth. As such, the people you are trying to reach are affected by Tolerance. In medical terms, when a patient builds up a tolerance to a drug, a higher dose is required to achieve the same effect. The exact same thing is happening and will continue to happen when trying to reach your audience.
So how do companies up the dose? Increased budgets and increased ad spend. However, throwing more money at the problem is rarely the solution and will eventually result in total failure. Instead, you need to re-think the way you approach customer and audience outreach.