Great (ish) Expectations

People come to us at The Lead Generation Group Ltd to increase their visibility and gain more business – simple!

By the time you read this everyone in the media, and in clubs and bars around the country will have their opinions on why the England football team lost the Euro final. As a nation we were so totally invested in them winning that if they lost – well it was going to be catastrophe – apparently! Funny, life is going on as normal in the aftermath.

There was so much hype surrounding this team and the weight of expectation was huge, but so is their profile (not to mention the vast sums of money they all earn). Have the Marketing Department for the English FA done such a good job that they have actually damaged their commodities?

There is now the wailing and gnashing of teeth and blame culture will kick in big style, but is it really a fair way to react to a loss in this way?

Can there be such a thing as over-saturation in marketing? I think the majority of you will say actually "yes". Like all of you, there are times when all of us here at The Lead Generation Group Ltd will comment on a particular advert or the constant advertising of certain sporting events, and comment that we are sick to death of seeing them at every ad break, listening to it on the radio or reading about it on social media or in good old fashioned newspapers and magazines.

Over saturation is guaranteed to turn people off of something, so then it has the total opposite effect that marketing is supposed to have.

The trouble with blanket marketing is that it is not going to appeal to everyone: you may get a small section who, after being bombarded hour after hour, will succumb and tune in or buy something they thought they didn't like, need or want. Result for the marketeer! However, generally as we already know, one size does not fit all.

We pride ourselves here at The Lead Generation Group Ltd on being as proactive as the client wants, but if we think that there is a danger of over saturation, we will have that honest conversation about targeted audiences. The aim of selling your product or service is to make sure it is being sold to the right people.

There is nobody I have come across in the past few weeks that didn't know that England were involved in a football tournament of some kind, but if they were really not bothered about football, they didn't give a damn whether or not England won or lost. They are the people who are turned off by the constant bombardment because, the things they are probably interested in, were not being shown or talked about because of the saturation of Euro 2024.

Like life, sales and marketing is all about getting the balance right: too much and it tips the scales and everything falls off: Too little and you might as well not bother at all.