Too Much Can Mean Too Little ? Response, That Is
Today, there's a distinct "claustrophobia of abundance," says Craig Wood, group president, Yankelovich. To overcome this fear, keep your offers relevant and ensure they strike an emotional chord. "Emotional resonance is very important today," he says. "People are getting overwhelmed [with marketing messages] ... But there's a huge dichotomy because people are saying they want more choices. The answer," he surmises, "is less choices, but the right choices. Precision is more critical today than it's ever been in the past."