The podcast aims to provide engaging stories that inspire the marketing community. This monthly series is centered around top chief marketing officers and CCOs with a marketing background, they share their unique stories and experiences. Previous guests include: Patrick Stal (Uber), Karlijn in ‘t Veld (Coca-Cola), Erik-Jan Gelink (Transavia) and Martijn Smelt (Philips).
Importance of attention is increasing
For both business and podcasts, Klaas truly believes that you have to earn attention. If you can create a positive balance by providing knowledge, value and relationships then you will earn attention. If you legitimately earn attention, you will establish authority and name in your field of work.
Attention has become an intriguing concept since it never in history has been as scarce as it is today. So currently, marketers have a problem: how to get attention, and if they have the attention, how to retain it?
Why the scarcity?
The digital age has led to an increase of demand for attention. The empirical observations show advertising inflation, based on the difference in consumption and supply of advertisements.
The discrepancy between the two shows that consumption has stagnated for a long time, yet the supply quantity of media/ads has skyrocketed.
The consensus is that if we produce content for social platforms, we become relevant. However, in the last five years, the content supply has increased by 500% while the consumption level (demand) has flatlined. A colossal gap exists between produced content and consumed content.
It means that most marketers are falling into a trap, Klaas calls it the negative attention spiral
. If their content is not getting enough attention, they will start producing even more content. The result is an even lower click-through rate, retention, and more pressure on the bottom line.
The attention triggers
To know how to more reliably attract attention Klaas conducted research
together with his creative agency Energize and the VU Amsterdam.
The research focused on top-down attention, the attention you directly steer and control. Based on this research the team found six triggers
that help on a proposition- and communication level, attracting and retaining attention:1. Emotion:
Triggering the feelings of your audience will engage them more, this could be done with humor, joy, sympathy and admiration. 2. Help:
Make the life of your customer easier. Consumers like to pay attention to tools that help and provide answers to their questions. 3. New:
The term plays to our interests as humans. We are social and interested in the newest things and information.4. Inclusion:
People are social beings and thus like to be part of a group, we will go through a lot of effort to be included and don’t want to be left out. 5. Status:
Providing status with a product or service will draw attention, people value to differentiate and rank high amongst their peers.6. Reward:
Free products, discounts, loyalty bonuses, etc. Anything that provides the feeling of reward to a consumer will attract.
The strategy of attention triggers was originally devoted to attracting consumers, but they will work within any scenario to draw attention.
For example, Klaas had to contact Gary Vee
for a picture and quote approval for his book. Unfortunately, After 2 to 3 weeks there was no reply, meanwhile the deadline of his book was approaching. Klaas thought long and hard about how he could get an answer and finally he decided to use the inclusion trigger
to get the attention of Gary.
The only thing different was the email subject line, he changed it to: Seth Godin said yes. Within five minutes, Klaas received a reply.
Seth Godin and Gary Vee are two leading marketing gurus who disagree with each other frequently, so by using the inclusion trigger, Klaas piqued the interest of Gary immediately.