I recently attended a presentation about design thinking, which gave some solid processes to think through for businesses. However, during the Q&A, people started asking specific questions about their own businesses, and inevitably the question of acquiring more customers came about. One of the attendees is the local rep for a huge national chain that has a distinctive mascot and got to talking about how moving to a new location has helped with “foot traffic” (not a big factor for their business model) and someone suggested he dress up like the familiar mascot and make sure to use that mascot in lots of marketing materials.

I wanted to run for the hills screaming. I feel like this kind of thinking is so archaic, so behind-the-times, that it’s hard to believe it still exists. What about all the other things that he could pour his time, energy and money into? Social media, email marketing, blogging…all of these things would be more beneficial than running around in a costume. Because, if the national chain’s billion dollar advertising campaign hasn’t made people aware of the brand, how is your get-up going to help draw customers in?

Let Your Consumer Behavior Guide You

Think about it: Do you watch commercials? Rush to make a purchase after seeing a billboard? Flip through a magazine and make a note to purchase the product or visit a store you just saw advertised? Get annoyed when pop-ups interrupt your web browsing?

If you’re really honest, your answers to these questions is likely no. However, business owners and marketers keep holding on to these familiar ways of reaching customers even though in their own lives, they avoid the very same ads.

Stop Interrupting

In today’s Thank You Economy, goofy costumes, spinning signs and even billboards may grab someone’s attention for a second, but these interruption marketing tactics are relying on the get-in-front-of-the-masses, trickle-down marketing of old. Instead, connecting one-on-one with clients on social media and through blogging by thinking like a customer will pay off far more.

Thinking like a customer. They’ll convert to long-term fans and brand advocates who sing your praises for you if you respect their time and attention. Connect with them on their time, not yours, and go to where they are instead of expecting them to come to you. Flip the marketing funnel and reap the rewards.