Customer Attention - A Dwindling Commodity in the Information Age

In today's digital, information age, customers are constantly inundated with rapid fire and often overwhelmingly persistent marketing attempts. Internet advertising is everywhere, digital cable systems display advertising graphics on the lower third portion of menu screens and there are now commercials playing before movies at the local Cineplex, to name a few.

The common customer response? Tune out, click away, or fast forward the DVR system. My wife, for example, will not watch live television anymore because she refuses to allow any of her time to be taken up watching commercials.

So in this age of google and it's advertising super empire, rotating billboards lining the streets and logo wrapped automobiles driving by, a new and dwindling commodity in the world of marketing is Attention: getting and keeping a customer's focus on your service, product or offering long enough to actually deliver a compelling sales message.

What's a resourceful retailer to do? Make your customer's visit to your store or website a memorable one. Turn it into an experience, instead of just errand. The way to do this online is fairly simple. Provide them with value that exceeds their expectations. Give them ways to interact with your site through surveys and games. Create a sense of community through forums and blogs. Make your site a place they will want to come back to.

Doing this in the real world is a bit of a different story. You need to create an event that will both attract and keep them there. Big sales are a long standing method that still works but only to a point. Customers now look for that "over and above method" to peak their curiosity.

One way to give people a reason to come to your store is to bring in outside attractions and/or entertainment and have a party of some kind, be it for a special occasion or just because. Bring them something special and you will stand out head and shoulders above the competition. Not only that, but with the right show or party that lasts several hours, you have a means to not only draw a crowd but to make them "captive" through contests and upcoming events throughout the day. Then your sales staff can mingle, gather customer information, and SELL in a relaxed, non-threatening environment.

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