« there is a time and a place » for everything …
Over the last two months we mentioned the evolution of media and the importance of the message to be heard in a fragmented space. We now need to approach another important point of communications. Timing !
The Status quo is simple : No one can live without habits or our brain would be overloaded with permanent choices to make, a study says that we make 35,000 decisions per day that we need to prioritise. Everyone builds habits, patterns they follow in their daily routine, and that includes the media they trust to provide information and news.
When talking business and time together, we all have in mind « time is money » about the financial trade in general. It is not completely excluded of Communications as well, we can define for reasons for which time as to be taken into account for any marketing plans:
The objective of your communication influences its timing:
When one knows that the actions led by a communication will take a long time and will require planning to execute (for instance offline sales vs. online phone based registration), it is essential to understand the best timing for your clients to act – for exemple catch them on the way to the shop on the radio, with a SMS in front of the shop, or online when they search for ideas.
Modern platforms offer opportunity to adapt the message to the time of the day and the context
TV has always offered day-part copy rotation, digital communications increased a great level of flexibility including contextual adaptation. Morning advertising for a restaurant can push breakfast menu where evening could present today’s dinner special’s adapted to the type of audience.
Communicating all the time is expensive, observing right timing create efficiencies.
If your business have opening hours and your communications objectives if for people to call you, you may consider advertising during your opening hours only, or change your company client support system to adapt to the marketing campaign.
Catch your audience at the right moment for them to be open to receive the message.
Attention span is shorter, people are over exposed with thousands messages a day. It is necessary to cut through the clutter, but with what? If you have bigs bucks, the sprinkler approach works : you communicated all the time, which reach in mind to guarantee high repetition. If you do not have big bucks : choose your moment.
There is a space in which your place can be found in the routine, which would instil the message your company wish to pass.
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