Any day trader on Wall Street will tell you that the worst time to buy something is when everyone else is buying it. Brands and agencies seem to forget this fact every year on Jan. 1, when all
marketing channels are flooded with ads for fitness and weight loss. They must know that the advertising world is no exception to the laws of supply and demand, but more importantly, they fail to
realize that despite being subject to the laws of Econ 101, as ad competition and ad prices rise, the value of each ad falls.
Imagine a standard roadside billboard divided to present
multiple ads. What once was a clear message has now become visual noise. And it’s practical math — the more ads, the less attention per ad, and the less response or return the
advertiser enjoys. It is with this in mind that I challenge the gyms, diets, supplements, weight-loss aids, and home workout manufacturers: Think before you bet so big on January.
Even beyond
appearing in the glut of same-message ads, the myth that everyone resolves to get fit for the New Year persists, despite evidence to the contrary. In fact, while the #1 New Year’s Resolution on
Twitter is “Work Out,” the #2 resolution is “Be Happy.” Statistically speaking, the swath of American consumer intent, as represented by Twitter users, is four times more
resolved to do things other than engage in fitness or weight loss. If those were gambling odds, we’d be wise to bet against January.
Hard to believe, but just like plain-clothes
consumers, admen think about fitness all through the calendar year. They procrastinate, like their civilian counterparts, thinking about fitness when the need arises (weddings, the looming bathing
suit, dating season, etc.). And just like ordinary humans, they even — occasionally — tweet/post/share their intent to get fit when the need arises. But when it comes time to
make January ad buys, these same ad-folk pitch their fitness and weight loss ideas like prime-time Billy Mays. And if the client should ask, will they admit that the campaign failed to bring in new
business because 10,000 competing diet and fitness products also ran ads in January? Dial tone.
Here’s a quick tip: don’t be a cliché. Ad content is important, but the
receivers of said content are far more important. You want your audience to be receptive when you make an offer. You need to find a way to connect with their issues and see whether your products or
services can meet their needs when those needs are front-of-mind. If your consumer’s goals are to get fit, offer them fitness when they're ready to face it. If their goals are to
“Unplug”, maybe you can offer a vacation package at just the right moment. If they want to quit smoking, I hope you’ll hear them, and pray you sell Nicorette or Chantix or
hypno-therapy. We still have a few more hours left in January. It’s not too late to resolve to start listening to your customers and stop reacting to a marketing calendar full of old
ideas.