Oct 19

Too much of anything….

October 19 - information-overload
I think most Democrats and Republicans alike would agree we see far too much of President Obama. He’s here. He’s there. He’s everywhere. As a result, voters tend to suffer from Obama Fatigue. I simply don’t want to see the guy anymore.

Too much of anything is a bad thing, especially for a brand. Case in point: I’m on the e-mail distribution of a certain law firm. Back in the good old, snail mail days, I looked forward to receiving their timely, thought provoking tips, trends and analysis reports.

Now, though, I’m continually bombarded by this very same firm. I must receive a new thought leadership article at least once a week, if not more. At times, I equate the law firm to the Allied invasion fleet and me as the defending German Army hunkering down on the beaches of Normandy as yet another salvo speeds my way.

It’s a shame, because I’m sure the content is relevant and important. But, in an information overload world, too much is, well, too much. I think it’s important for any and all communications to strike the proper balance between ‘just enough’ and Obama Fatigue. As for the law firm’s missives and me, I’ve adopted a Pavlovian response. As soon as I see the incoming article, I reach for the keyboard and hit ‘delete.’

Marketers should be constantly gauging the impact of their communications programs. It’s easy to do and will enable the organization to dial back the frequency and intensity of their outreach. To do otherwise is to court the bane of any communications program: indifference.