LOOKING BACK TO PROPEL FORWARD
CATALYZING FUTURE STRATEGIES
Capturing your audience’s attention has always been a challenge. From newsboys shouting headlines on street corners to billboards dominating cityscapes, intrusive pop-up ads, unskippable commercials, and today’s targeted social media algorithms, the methods have evolved, but the problem remains. Your audience is inundated with messages competing for their attention in digital and physical environments—some sources estimate as many as 5,000 a day. These outdated tactics have become mere background noise, easily ignored and ineffective.
While some methods that once worked may no longer resonate with your audience, some enduring strategies and insights can be adapted to reimagine engagement for today’s hyper-connected audience.
1885
THOMAS SMITH "SUCCESSFUL ADVERTISING"
UNLOCKING AUDIENCE BEHAVIOR
In 1885, Thomas Smith’s “Successful Advertising: Its Secrets Explained” sparked a new era in the advertising industry. Drawing on his experience as an ad agency owner, Smith meticulously studied consumer responses to ads, identifying 20 distinct stages that shape audience behavior.
For example: when people first see an ad, they might not pay much attention. But by the fifth time, it starts catching their eye. Around the tenth time, they’re asking others about it. By the fifteenth time, it’s on their mind constantly, and by the twentieth exposure, they’re ready to make the purchase.
01. Ignorance before Awareness
Amid daily distractions, your ads may get overlooked. Consistent exposure is key to catching attention and building your brand.
02. Curiosity, Engagement, and Value Perception
Consistently engaging with your audience builds curiosity and trust.
03. Turning Interest into Action
Staying visible and relevant empowers your customers to make confident purchases.
1930
RULE OF 7
REFINING PERSUASIVE REPETITION
In the 1930s, the movie industry refined Thomas Smith’s insights, revealing that audiences needed to see ads and trailers seven times before deciding to buy a ticket, laying the foundation for The Rule of 7.
Twenty years later, George Miller shed light on the psychology behind “The Magical Number Seven,” explaining that humans process about seven chunks of information at once. This psychological limit underpins the Rule of 7’s focus on simplicity and repetition. Each exposure builds familiarity and recognition, significantly shaping consumer behavior.
In today’s attention economy, standing out requires more than mere repetition. Modern consumers, known for their shorter attention spans and selective content preferences, seek high-quality and compelling experiences.
01. Focus on Quality
Create high-quality, audience-tailored content. Consider using data analytics to personalize content to specific needs.
02. Embrace Interactivity
Enhance engagement with quizzes, polls, and immersive experiences by adding interactive elements to boost participation.
03. Memorable Messages
Use storytelling to create memorable, emotional connections with your audience, ensuring each exposure builds trust and prompts action.
2000
THE CLUETRAIN MANIFESTO
EMBRACING CONVERSATIONS
During the dot-com boom of the 1990s, businesses were propelled into the digital age as the World Wide Web made information sharing easier. Against this backdrop, The Cluetrain Manifesto (2000), boldly asserted that the Internet “is a conversation.” The authors portrayed the internet not as a static platform, but as a dynamic and bustling marketplace where people gather to learn, connect, and conduct business.
Despite the Cluetrain Manifesto’s foresight, the internet has remained cluttered with pop-ups, flashy ads, and intrusive marketing tactics, dominating the digital landscape and frustrating users. However, social media’s rise has started to realize its vision, providing an ideal platform for authentic engagement. Social media platforms provide the ideal environment for authentic engagement, enabling businesses to engage openly and meaningfully with their customers. This shift has unlocked the potential for brands to build genuine connections, foster community, and drive engagement through transparent, two-way communication.
01. Conversations Shape Markets
Engage in real, meaningful dialogue with customers on social media and digital platforms to drive authentic connections.
02. Be Genuine
Transparency and honesty in communication build lasting relationships and credibility.
03. Embrace Digital Connections
Discover where your audience is most active and engage with them directly on those platforms—it’s your gateway to building meaningful connections and driving success.
2024
LEVEL UP
INNOVATIVE TACTICS FOR ENGAGING YOUR AUDIENCE
We’ve all heard, “Those who cannot remember the past are condemned to repeat it.” However, in the fast-paced attention economy, it’s easy to stick to outdated methods while everything around us evolves. At Level Up Media Interactive, we help you break free from the past and embrace the future. Through our consulting process, we dive deep into your business, communication, and audience to provide fresh insights. By pinpointing your strengths and identifying areas for improvement, we ensure you can connect better with your audience and maximize your team’s potential. Leveraging insights from the past can be the catalyst for your future success.
Don’t wait—schedule your free, no-commitment meeting with us today. Let’s level up your communication strategy and set you up for success!
FIND YOUR AUDIENCE WORKSHEET
How well does your communication strategy connect with your audience? Use this worksheet to find out!
