I go in for the low-impact approach when trying to share my work.
When I see a twitter or facebook stream that’s 90% marketing- it’s a turn off. I start with the assumption I’m not going to like the product. it’s such a fine line between being visible and being annoying.
Recently Groupon.com started selling advertising in Portland (they do location-specific targeted coupons.) I got a call from one of their reps shortly before they opened the portland market. being curious, I agreed to look over their advertising agreement. But it was the holiday season…so I didn’t get around to it. Till today, and I realized that it’s a VERY long contract (which I still haven’t read.)
here’s what turned me off though: the phone calls. The groupon rep called me almost daily, and I refused to answer the phone. For a month. She was sweet & kind, but I don’t feel like dealing with a company whose policy involves calling prospects on a daily basis.
granted, I’m a bit of a phone-phobe, and frequently let calls go to voicemail so I can find out why someone is calling before I have to talk to them.
Typically, I have an “I don’t advertise” policy. This is mostly 100% true- I bought a “thank you portland” ad in the phoenix last year for being voted best women’s clothing store… and I buy occasional etsy promotional things, as well as renewing on etsy frequently- but these are easy to track as sales jump, so I consider it well-spent & safely spent money.
There are other things that can be a real mood down-grader for me from marketers- like being addressed as Mr. DeLorme. Especially if it’s a personal email. 2 seconds on google and you can easily see I’m female (there’s also practically no reference to any other “brook delorme” persons on the internet.)
granted, I don’t get the Mr. DeLorme thing much in the fashion business, but I have plenty in other worlds.
One of my favorite books- Pattern Recognition by William Gibson- was about a woman who was allergic to advertising…the better the branding, the more sick she would get. It turned out to be sorta psychosomatic, but she was able to translate it into a career identifying branding approaches that would be effective.
I don’t mind non-invasive, attractive advertising. Such as the first 20 pages of a Vogue magazine- they don’t bounce, don’t make noise, are well executed, and only visible if I pick up the copy.
like most people my age or younger, I don’t even notice the ads on facebook or google- unless I’m shopping, and then intentionally glance at them.
but here’s the flip side: there are advertising campaigns I’ve LOVED, and subsequently bought. Like the mini cooper campaign 5-6 years ago. So maybe, just maybe, those advertisers know more than I do, and there’s someone out there who’s going to love being called every day, or ugly political ads, or boring car commercials. (that was sarcasm. obviously, they know and tap into a market I’m not reaching or perceiving. because it’s working for them.)