The openings session with David Court of McKinsey was very interesting. They've done a lot to measure the effectiveness of various media on consumers. One of the most important charts he showed was on the way mass media diminishes in effectiveness for those that aren't familiar with a brand.
If you haven't worked your way into their consciousness before they need your product, Court says you have to rely on having a great web presence because the consumer is in the driver's seat once they start searching for info to make a decision. They'll look online and make up their own minds at that point and it's too late for your mass media messages to have an effect.
I'm waiting to see his presentation again on the NAMP website this coming week so I can digest more of his message. I'll share thoughts of my own when I have.
Plus more to come from Rhode Island in upcoming posts.
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