Where less is actually more
«Less is more.» How often do we hear this catchphrase these days? Often—very often, in fact—in the age of multi-device communication. Cultural pessimists, overwhelmed educators, and weary politicians—they all bandy this phrase about. Some even want to take a radical approach—and declare a ban on cell phones and email.
To protect the hyper-communicators from themselves! Here, too, less would probably be more. Nevertheless, there is some truth in this striving for concentration and self-restraint. Every day, every hour, every few minutes and seconds, we are supplied with news from all over the world. Covered up, covered up! Making yourself heard by potential customers in this immense flood of information, news and often banalities and successfully conveying the message of your own company, your own brand, is becoming increasingly challenging. This is not only due to the fact that the media landscape is constantly becoming more diverse and new communication channels are being opened up. Customers have also adapted to the changed environment: What doesn't seem relevant is ignored. Thumbs up, thumbs down - true to the saying: only what appeals survives. Less is more.
Credible straightforwardness prevails
No channel embodies this motto of formal leanness and reduction to the minimum better than Teletext: for almost 30 years, this information dinosaur has been providing Switzerland with important news, short and precise, reduced to the essentials, pure information brought to the point - or the pixel. With its credible straightforwardness, the iconic information service has earned the trust of many Swiss people over the years and decades. Teletext generates over 55 million contacts per month via its three channels on television, on the internet and via smartphones. In contrast to other information services, which provide us with more or less important information without being asked, Teletext works according to the good old fetch principle: if you need the voting results, go to page 105. If you want to know the scorer of the 2:2 between FC Zurich and FC St. Gallen, go to page 201. Thanks to Teletext, it is not necessary to force potential customers to register the umpteenth account with a new password in order to gain access to the latest, most exclusive offer. Only to forget the password for this "dedicated website" again afterwards.
Automatically and logically assembled: the target groups
With Teletext, everything is a little easier. So-called "closed user groups" gather here - almost automatically: the field hockey freaks, the weathermen, the pollen allergy sufferers and many more. Whereby the term "closed" is actually misleading, because we are all everything - and all open to everything. So why not advertise the breathable sports shirt on one of the popular sports sites where thousands of football, field hockey or Formula 1 fans gather? Or the sun cream with protection factor 30 for sunny winter days in the mountains on the skiing page, now that the season is about to start again? Or to put it another way: why make it complicated when it can be simple? Thanks to Teletext and its clear page structure, there is no need to create expensive extra appearances to get products to the right people. Teletext works the other way round: customers tailored to the product come to Teletext - as if by themselves. A precision landing for marketing strategists! Without wastage, without distracting accessories. And above all: without dependence on magical search engine algorithms! Smart advertisers can make their own combinations - and choose the right pages pragmatically. The rules are very simple: the further down the directory tree, the more affine the readers - the further forward in the shop window, the broader the audience. You can generate a lot of impact and attention with little effort: on Teletext. Where less is more.
Beat U. Schneider
Head of Marketing and Sales
SWISS TXT Swiss Teletext AG
www.swisstxt.ch
