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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

An Example of Breaking Through the Marketing Noise

Written By: Carol Roth | No Comments
Three marketing takeaways for your business

We are bombarded with so much information and advertisements that many messages, frankly, go unnoticed.  When I was in NYC to tape a recent episode of MSNBC’s Your Business, I saw this clever example of breaking through the marketing noise at the Muse Hotel.

I walked into the hotel bathroom and noticed that there was a note on the mirror.

I wasn’t expecting that, so I took a closer look and saw this:

I found three great marketing examples to learn from this particular tactic:

Reach the customer where there is little- or no- noise: Many companies tend to market in places where there are other advertisers- television, newspapers, social media sites, etc.  That translates into significant competition for mind-share.  This was an advertisement in a completely unexpected place where it wasn’t competing with other messages for my attention.  The surprise element made me pay extra attention to it as well.

Make it about me!: The note started, “Hey Good Looking” (who wouldn’t like that?) and gave me an immediate, actionable special offer that benefited me.  This made it feel fun and not intrusive.

Make it relevant: Not only was the special offer actionable, it delivered a benefit that was relevant.  The restaurant is in the hotel and as a traveler, I am likely going to need a place to eat.  It got me to the restaurant not just once, but twice during the trip (which was awesome, since they had ridiculously tasty food).   If it had been an offer for something that didn’t fit into what I was doing or thinking about, it would have been lost on me.

Have you seen any clever marketing tactics that were unexpected or broke through the noise?  Share them- we would love to hear!

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth