This morning on my way to work, I saw someone handing out business magazines at the top of the Metro escalator.
Being a media nerd, and feeling the beginnings of a blog post germinate, I stood and watched for a while.
I asked if I could take her picture (I thought maybe I could write about how brands were promoting themselves in real life). I stood for a while like a gigantic dork with my camera phone out, waiting expectantly.
After a few minutes of (me) holding an awkward pose, she asked if I got a good shot yet. I told her I was waiting for an action shot. I told her I wanted a picture of someone reaching to grab one from her, you know, to show marketing in real life.
She said, “You might be here for a while.”
Then it dawned on me. This wasn’t marketing in action. This was spam in real life.
The media landscape is a lot like that Metro escalator: All kinds of people show up there every day.
Some work in office buildings, and some work in restaurants. Some like to go hunting, some are vegetarians. Some teach English, some are learning English. Some are your competitors, some are your friends. Some are the audience, and some are the crowd.
Throwing mud against the wall to see what sticks used to be an effective way to get your message out. But now it’s considered annoying.
Find your audience, and ignore the crowd.
Your audience will find you in search engines if you invest in SEO.
Your audience will find you in social media if you put resources there.
Your audience will find you on their desk at work, if you employ an intelligent circulation strategy.
Your audience will find you where they want to find you, as long as you invest in being there.
Sure, your audience may find you on the street, but it’s probably the last place they’ll be looking.
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Hey! Look at me! I’m holding things!
@Sucktackular: Exactly. It will take a bit more than that to catch the attention of the jaded public.
I’ve never quite thought about it like this. Nicely done.
DC Metro? I ride the metro in DC every day & my stop is near some important areas, meaning that I get all kinds of political pamphleting, as well as people selling donuts, advertising a bajillion things, handing out restaurant fliers, etc.
Meant to add…and it feels like real life spam. I think it’s why we city people don’t make eye contact often.
I think you’re right, Ruth. Yes, I meant the DC Metro and I know the donut people and flier-hander-outers that you are referring to. If you make eye contact, you’re toast, right?
Other real-life spam I always think about is when you go back to your car in a parking lot and there are fliers under every windshield. Not targeted and very frustrating, especially if it rains in the meantime!
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