Imagine a box.
Imagine a box. Imagine a lot of boxes, and inside each box is a consumer, or “person” as they’re
sometimes called. All of these people are snug inside their own box where they have built walls to keep
out unwanted marketing noise. They recycle fliers without looking at them, they skip ads on YouTube,
they change the channel on their TV and radio when commercials come on. They have become so good
at ignoring advertising that most of them don’t even see billboard signs anymore. With the occasional
exception of an unknowing grandfather, most people will not answer the phone if they don’t recognize
the number, making telemarketing more and more useless. These marketing techniques are now only
useful for the giants, for the companies that own the platforms or that have millions of dollars to pour
into Super Bowl ads. For most of us, the old ways of reaching people are going the way of the dinosaurs.
In the past, we’ve talked about “making noise” and “creating a buzz” about a product. These terms have
been used and abused for years. However, consumers are becoming less and less vulnerable to noise
and buzz, and making the noise louder only makes them more numb. Even that unknowing old
grandfather is becoming more and more educated in the ways of avoiding and shutting out marketing
noise. People are building personal firewalls.
People do this for a good reason, too! These days there are tens of thousands of producers trying to get
their attention, and the human brain can’t possibly deal with all that noise. Research has told us that, far
from tens of thousands, the number people are most comfortable with is seven, plus or minus two.
Depending on who the person is, five, seven, or nine is the number a mind can grab and hold onto. If a
person wakes up in the morning and there are 40 options for breakfast, they will first narrow it down to
a single digit number. “That’s too many options, give me fewer,” they will say. The brain cannot afford
to look through all the options all the time, it would go nuts!
We, as marketing specialists, must understand, not only the culture of consumer avoidance, but the
science and evolution of it; people are the way they are for a reason. There they are, in their boxes, and
they have each selected seven, plus or minus two, influencers to invite in. These influencers might be
movie stars, television hosts, YouTube creators, singers, artists, but no matter who they are, if you ask
someone what they are watching and following the list adds up to between five and nine different
influencers. These are the chosen few, the guests invited within the box, and every box will be different.
Messages need to be delivered through these guests or they will not be heard. People have already
decided who they want to listen to, so marketing has become about opening a dialogue through the
avenues people have chosen. This is what Ocean Pulser is all about.
We are not interested in making more noise, the world is loud enough as it is. We don’t bother thinking
outside the box; our specialty is making them! We create stars, build brands, condense mediums, and
create an ocean of influencers for people to chose from. Then we use the seven-plus- or-minus- two rule
and combine it with our three P approach: plan, produce, and pulse. We research the product and the
audience in order to make a plan. Once we understand what is required by fans, we produce the
product. Finally, we utilize our ocean of influencers to create a pulse that reaches people, not with a
crashing wave of noise, but a tailored, sensible message that they have chosen to hear.
All the marketing noise and buzz has left people deaf. It’s time to get rid of the shouting and be smarter
about how we talk to people if we ever hope to be invited into their boxes.