A few years back (circa 2007), I was talking with some colleagues about changing consumer behaviors. The alarming growth of internet use was causing many advertisers to adjust their approach to reaching potential customers. It was certain the TV and internet would compete for advertising dollars in the near future. It was then that we came to the conclusion that people would be watching TV while they surfed the internet. The term "turfing" was born to describe the process of doing both at once!
This blog is not to talk about the term "turfing" as much as it is to talk about what it means to advertisers.
Turfing is the ultimate in distracted audiences. Most people are turfing to "multi-task" and accomplish more in a limited amount of time. People are shopping while watching their favorite program. They are searching other scores while watching their favorite team. Some are "working" while "watching" something entertaining. Add to this, the impact of social media (Twitter, Facebook, etc.,) on the consumers attention span, and we have a mess of competing factors for time and attention!
It is more of a challenge than ever to get a message to your audience!
So, how DO you reach them with all of this activity competing for their time? You don't! In this day and age, they reach YOU! All you have to do is be in their mind with your product or service when it comes time for them to act.
Get your message to them BEFORE they are turfing! And do it over, and over! You need more repetition of your consistent message. Forget about details of your offer but focus more on who you are in general so the consumer will know where to go when they need what you have.
They will FIND you if they need details or if they are looking for price or your locations. THAT will happen while TURFING if you have done your advertising correctly!
Keep the message broad and keep the message simple! Keep high-level statements like your name, what you offer, and your website.
Find specific media platforms that match your targeted audience and REPEAT the message! and REPEAT the message! and REPEAT the message! and REPEAT the message! Find TIMES that your target is engaged, plant your message there as well, and REPEAT the message! and REPEAT the message! and REPEAT the message!