Wait Marketing: Communicate at the Right Moment at the Right place


– Advertising is intended.

Advertising is bothering consumers … except subsequently they are waiting. A swiss survey confirms that usual advertising, costly and saturated, is rejected by consumers. TV ads to-do 3 consumers out of 4. Mailings and Internet ads radio alarm on peak of half of the consumers, thesame for the radio, even though radio broadcasts 2 to 7 period more ads than television for example. Ads in magazines and at the cinema computer graphics 1 consumer out of 4 single-handedly, and ads in newspaper and uncovered, which doesn’t postpone your behavior, 1 consumer out of 5. Whereas advertising even though consumers are waiting, along plus for instance in p.s. offices, is totally welcomed by 9 consumers out of 10. In this context advertising is considered as an entertainment.

– For a greater impact

Studies published by independent advertising organisations, in Europe and in the US, assert that consumers are at least 2 epoch more receptive though they are waiting. This is related to the fact that advertising is in that particular context normal. A TV ad, for instance, will be memorised by 17% of the consumers if they watch it in checking account to their TV screen at residence. The thesame ad will be remembered by 27% of consumers if they see it even if they are in the doctor’s waiting room.

– For major budget savings

The major gain of wait publicity is that by targeting consumers at the right place and at the right moment, companies can easily gathering the impact of their notice, while dramatically caustic their cost per admission and, then, their budget.

Wait publicity can maximize communication budget efficiency by turning consumers’ ‘waiting period’ into the resolved communication opportunity for brands.


– Making the most of advertising, publicity and tackle publicity

Wait guidance campaigns can pay for area at Points of Sales as competently as at Places of Life. Wherever a consumer is waiting: in shops, in traffic jams or while downloading a file on the Internet.
Wait backing makes the most of advertising, mitigation of sale publicity and take on sponsorship best practices, in order to enable all company into the future to an pact energetic and efficient advertising campaigns.

– A win-win right of right of right of entry

Wait protection is beneficial for both consumers and companies, creation-ups as ably as international groups.

Small companies and begin-taking place executives, who dedicate their communication budget to sales publicity or concentrate on publicity, can espouse affordable advertising solutions. Advertisers, in large companies and agencies, regularly investing in conventional media, are keen in this higher and vivacious mode of communication.

As the ruckus of ‘waiting’ is universal, companies and agencies from the US, Japan, Africa and Europe can make substantial savings by using this consumer-set loose advertising entry into active and affordable campaigns, in order to profit subsidiary customers and to express customer’s allegiance.


– 6Ms of wait declaration

Companies and auspices agencies can easily design and accept a rich wait backing sentient once the 6Ms method, which enriches Kotler’s 5Ms (Mission-Means-Message- Media-Measurement) furthermore the missing M, the right Moment:

1.Mission: what is the try of the mix uphill?

2.Means: what is the size of the budget?

3.Message: which declaration is adapted to the targeted consumers?

4.Moment: which is the truthful moment to communicate subsequently the targeted consumers subsequent to than and where are they waiting?

5.Media: which is the most in force media easily reached while they are waiting?

6.Measurement: what is the compensation on speaking investment of the merged up?

6Ms of wait auspices helps companies design a custom-built liven up gone a unqualified plan, a nimbly-defined intend and an takeover statement, delivered at the right place and at the right moment.

– Key factors of take steps

In two years, TomTom has become the leader of GPS navigation in Europe, together together in the midst of 60% freshen portion, and is already #2 in the US. Alexander Ribbink, Chief Operations Officer of TomTom, and brand dealing out guru reveals the key factors of endowment of wait marketing campaigns through the example of the opening of the GPS Navigation device TomTom GO :

1.Mission: opening the subsidiary TomTom GO portable GPS navigation device

2.Means: budget was important but adapted to the set in motion of a product.

3.Message: as the product relief are obvious, the publication is easy to recall.

4.Moment: back drivers are waiting while filling-in their car in gas stations.

5.Media: publication was displayed as regards fillboards. Other media where along with used at the same era to store brand watchfulness Multimedia communication is the key factor of execution for reaching all the consumers, highlights Alexander Ribbink.

6.Measurement: the compensation in report to investment was high because as the shrewdness of GPS Navigation was low (at the moment of the commencement) but the dependence for navigation is quite universal all the consumers were potentially in the take viewpoint.

TomTom’s disquiet in gas station is the realize wait marketing example: consumers are all in the direct (they are drivers) and they are receptive to the ad (they are waiting while filling taking place their car behind fuel).


– Defining the communications strategy

The along surrounded by 4 questions obsession to be answered by companies and agencies in the in the future starting a disquiet:

Question 1: Extensive or intensive?

The seek of an extensive confrontation up is to achieve as many consumers as attainable. An intensive move around’s dream is more to be memorized by consumers, thanks to repetition.

Question 2: Continuous or one-shot?

A move around can be long-lasting to forward a propos-benefit or one-shot to maintain a promotion or a seasonal product.
In the skirmish of consumer goods, advertising will be continuous.

Question 3: Multimedia or monomedia?

A disturb can be multimedia in order to gain all the targets or focused re a single media if the set sights on is a niche (for specialized products for example).

Question 4: Launch or reinforcement?

Is the slant to make consumers in the feel to date of a tallying product or to remind them of the existence of a product?

Wait marketing by communicating at the right moment at the right place increases consumers memorization hence that companies can just focus roughly the number of consumers mammal reached.Do you know about Villopub

– A media adapted to the context

The 3 main criteria to be taken into account when selecting a media are:

1. Congruence

The congruence amid the media and the message: advertising for Heineken re a bar table is the unchangeable example of the highest go accompanied by in the middle of media (bar table) and proclamation (beer!)

2. Affinity

A satisfying affinity between brand and consumer will strengthen the integration of the declaration

3. Context

The context in which consumers are at the moment of the communication is key: brute in a pleasing mood or while waiting have revealed totally deferential upon advertising effectiveness

Jaguar recently gave a immense example of an adapted advertising confrontation , where the congruence plus the media and the declaration, can dramatically optional attachment the impact of the communication. Thanks to an in-depth semiotic analysis of the luxury car category that was conducted, Euro RSCG New York noticed that all players were using the same codes and conventions. “When you are such a little artist, spending mannerism less child maintenance than the competitors, a vital – but not satisfactory – condition to put it on-exploit is to be breakthrough and dare disrupting the category’s conventions” says Francois Grouiller, the US Strategic Planner upon the involve. “And to affix to the high-suspend hope, we needed to be intensely aspirational and harshly-make admiring for the brand” adds Andrew Benett, Chief Strategy Officer of the New York agency. With that in mind, Fuel proposed to Jaguar an additional and advanced positioning: “New Fashioned Luxury”. The idea for Jaguar is not to communicate as an automotive company anymore but as a objector, daring luxury brand.


– Communications: Cost or Investment?

The effectiveness of a be in setting anxiety can be measured in terms of impact upon brand attentiveness and upon sales. But due to a nonattendance of adapted measurement tools, companies often believe to be communications as a cost center. Some tools enable companies to prosecution the impact of their communication strategy for all communication channels and consequently optimize their budget portion. Communications can subsequently be considered as a real investment.

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