More reach in marketing is easy to achieve: The messages just have to (be able to) reach the people. But this is very often not the case. Because companies usually ignore three very decisive developments in their print advertising:
Did you know that millions of EU citizens are not able to read and understand the text of a Robbie Williams song?
That is 16.4% of the population! More about functional illiterates
Nevertheless, marketing texts for print media are often written in such a way, that they are only understood by people with university degrees. All others do not get the meaning of such messages at all, so the reach is very low.
According to a study, already in 2016 more than 26% of the respondents stated that they did not like to read. Just as many said “just OK”. The number of people who do not like reading has been rising for decades.
Among young people, this development is even more pronounced. Through the use of emojis, photos, videos, voice recordings and assistants. More about readiness to read
Text-heavy posters, flyers and brochures are probably not even read by more than half of the consumers.
Do without a lot of text and also offer your messages as video or audio! This will automatically give you more reach in marketing.
Illegible product information and package inserts are notorious as the famous “small print”.
Just as widespread is the opinion: “They don’t even want you to be able to read that”.
This probably doesn’t provide more reach in marketing. Rather, it annoys the customers. And makes positive marketing messages more difficult.
Yet almost 25% of the EU population is already over 65 years old – a huge potential for more reach in marketing.
Because eye diseases are on the rise among this group. The eyesight decreases. Reading in small type and poor contrast is simply too tedious. Or even impossible.
Offer this target group a convenient, contemporary solution: Text AND speech.
All three developments together mean, that conventional print messages can only reach 50 – 60 % of people. Simple language and additional audio format can therefore significantly increase this potential. By all those, who cannot or do not want to read! Or have their hands and eyes not free.
By means of SpeechCode and speech assistants, audio format can be added to all texts easily and cost-effectively. A small effort to achieve more reach in marketing.
SpeechCode also enables innovative voice marketing campaigns!