As a consumer, how frustrated are you with the current state of advertising? As business leader, how uncertain are you about how to spend (and how much to spend) on advertising and marketing? At the next Leaders Connect breakfast on 3/13, Bob Chunn (formerly of Borders and now CEO of ContentOro) will help us gain clarity on this topic by analyzing the massive and exciting changes happening in marketing.
We can readily see that traditional marketing and advertising just doesn’t work the way it used to. For example:
• 200M people are now on the national “do not call” list
• 86% viewers record TV and skip through the ads
• 44% of direct mail is never opened
• 91% unsubscribe from email
Even new media is losing effectiveness:
• Banner ads get less than 1% click through rates
• Links embedded in text are an annoyance
• Google Adwords engagement is dropping
So what do we know? According to Bob and other content marketing experts, now it’s all about the customer… and the customers know it. If you give customers something personal, something they love, they will listen.
This is where content marketing, comes in.
Here is the new mantra:
“Entertain me”
“Teach me”
“Enlighten me”
Better yet, content marketing is actually cheaper: $135 per lead versus $346 for traditional advertising such as TV, newspapers, radio and billboards.
This Friday Bob Chunn will instruct us how to create, find and use great content to attract new customers. We will learn to engage with customers when they want to be found, sell them what they need when they need it, and then keep them engaged so they’ll come back the next time.
If you wish to attend and have not received an invitation, please respond to this email. If you cannot attend, we will post the video of this event next week on my website, www.leadersconnect.com, where you will also find other videos from past Leaders Connect events.