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Newspapers close at a record rate as print media reverts to the much less expensive medium of the Internet. Non-commercial cable programming explodes while commercial television viewership dwindles. Email programs deploy ever more sophisticated spam filters to eliminate unwanted advertising solicitations. The 2003 National Do Not Call Registry and the follow up Do-Not-Call Improvement Act of 2007 have virtually eliminated telemarketing and telephone sales. Homeowners’ associations forbid door-to-door solicitations and door hanging flyers. More and more consumers turn to commercial free satellite radio for their drive time entertainment.
As all the old school ways of reaching potential customers disappear business owners concern themselves with how to maintain their place in this new, ever evolving electronic world. The consumer has changed his view of advertising as well confronting the business owner with an additional problem. And every day business owners and their employees ask themselves one simple question, “How do we reach a customer that doesn’t want to be reached, to sell them something they don’t want to purchase, at a cost we can justify?”
Great question. So let me tell you about your new consumer.
The consumer wants to be reached but in this new day and age THEY will determine HOW and WHEN you reach them.
The consumer is STILL a consumer but they want the purchase to be THEIR IDEA and not yours.
That’s correct. Free. Twitter costs nothing. 200 million people have a twitter account. The Twitter client can access their account 24/7 and they decide which tweets have value. 150,000 people a week sign up on Twitter. And if your tweets are ATTRACTIVE and HELPFUL and not sales-marketing repulsive then the consumer will got to your website or your store and spend their money because it was their idea.
So, “To Tweet or Not To Tweet?”
I think we’ve answered the question.
There is a cost – time. And if there are no customers in my area who are looking for my product on Twitter, then I am wasting time (money) trying to drum up prospects. I have to go where the customers are, not where they aren’t.