Anyone paying even a little attention to advertising these days — on the Internet, TV, radio, magazines, newspapers and everywhere else would have to be completely disconnected not to notice how advertising has morphed over the last five or so years. With so many commercials consisting of rapidfire audio and images that linger almost long enough for viewers to figure them out, along with catchy, seemingly unrelated phrases and symbols, it can be impossible to determine exactly what the product is. Particularly for TV viewers, the good news is that many of today’s commercial “interruptions” are, in many ways, just as entertaining — if not more so, than whatever program they’re watching is. The problem occurs when you’ve seen the same commercial repeated so many times that you regard it as a drudgery. This is an infrequent occurrence, though, as new ploys to separate you from your money are always being developed in conference rooms of ad agencies, around the clock.
Where the standard of “if it isn’t creative, it won’t sell” has been the theme of most ad campaigns for a long while, the converse holds true, with :if it won’t sell, it isn’t creative” helps to address the issue even better. There was a time when every commodity — goods and services included had to stand on their individual value — quality, dependability, service and longevity. While those elements still crop up as important issues from time to time, it appears that selling has truly become the almost entire responsibility of creativity — and creativity beholding to the minds of the ad agencies that are doing more than just making budget. And this is where it gets complicated: Only the most brilliant minds can produce the level of creativity needed to sell.
The Role of POS in a Creativity-Driven Society
The effectiveness of any attempt at creativity depends on information-driven planning and strategies. In a highly superlative category, POS technology is the most capable system for capturing, organizing and managing the data collected from marketing based on research that includes mixed consumer surveys, for which businesses typically pay big dollar. Every measure of promotion must be couched underneath a comprehensive umbrella that protects a coherent campaign consisting of multilayers of thoughtfully formed strategies. POS technology can make this happen in the most fluid of ways.
What Nobody Wants
We’ve all seen them, dealt with them and felt irritated at having to deal with them. You know, those ads, emails and pop-ups that never sleep. In thinking about the companies and businesses that are responsible for them — AKA, the companies wanting our business by engaging in such tactics — how do you perceive them? The methods they use are invasive, bold, irritating and seem to be desperate to garner business, with no particular desire to cultivate anything personal. Your POS system will always save you from the plight these other companies live by. With POS technology as the way you conduct your incentives, rewards and more, you can sustain the high esteem of your operations as seen by the public, thereby distinguishing your business as valuable to consumers. It doesn’t get more creative than this.