For over 10 years now, the SXSW Interactive conference has focused on emerging technology, a focus which has earned it a reputation as a breeding ground for new ideas and creative technologies.
The conference has famously launched Twitter, Foursquare, Foodspotting, among others.
But in the last few years, some have come to believe that SXSWi has lost some of it’s punch. With so many companies vying to get attention at once, some believe it’s actually not the week for a launch. You get lost in the clutter, get a lot of half-hearted registrations, or set yourself up to fail if you leave with a slew of bad reviews. Forbes even posted this week about a new company trying to take advantage of this trend called “Launching Next Week.” Encouraging companies to work with them to launch their start-up the week after SXSWi.
I don’t think this is a new concept, people don’t like to be yelled at. Yelling may get our attention for a moment, but often yelling makes us cover our ears.
Marketing – especially TV and radio ads – have a bad habit of yelling. To start with, TV commercials are louder than your regular programing, so the yelling is not just in the words and imagery being used, but in the actual TV volume.
As a general rule, I hate TV commercials. If I can mute them or fast forward through them, I will every time. This doesn’t really fit considering I “do marketing” as a career. But I can’t help it. I don’t like to be yelled at anymore than the next person. There are two furniture companies in Nashville that can make me jump for the mute button faster than anything else on the TV. Every time a commercial advertising their company comes on, I curse the existence of their business, thanks to their marketing. They may have great furniture – but I will never step inside one of their stores strictly on principle.