If every business is different, why do they advertise in the same place?

With the battle to get noticed in advertising these days, it’s all too common for a business to adapt its advertising to be more appealing to its audience. But that leads to many customers knowing the advert but not necessarily who it was for.

Let’s assume adverts are trying to keep the advertiser front of mind for when a customer may consider a purchase in the future. If everyone advertises in the same place how much harder is it to stand out?

Listen out on the radio today, how many car dealer adverts do you hear? Can you tell them apart, an hour later? A day later? Or do they all merge together into one mess of jingles, slogans and deals. You can’t tell who offers what.

Now imagine on you drive to work you saw a truck with a car dealer's branding all over it. When you think back you know who it was because you only saw one and it stuck out because it was different from the rest of the road. 

So when you go and buy a new car and you’re not sure where to go, which one would you be more likely to enquire about? The one that was different or the several you can't tell apart.

Businesses thrive on being different from each other, so why isn't this carried over into their advertising? Rather than adapting your content you should be changing the medium you use.

Consider this next time you’re planning your advertising, let your competitors fight it out in a crowded media spaces and pay though the nose for it. Use a less popular medium, which is easier to stand out in.

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