Feeling viral
The longer I watch advertising evolve, the more convinced I become that “old standard” methods are losing their power over target audiences. As the state of our art improves, so does the ability of the human mind to ignore what we create.
So how do we respond? We make TV spots funnier. We make print and Internet ads more focused and quintessential. In all cases, we continue to incorporate the basic advertising formula: get attention, identify a need, fill the need and ask for the order.
Still, more and more, when I test myself at the end of a TV spot by asking, “Do I know what they were selling?” the answer is no.
It’s time to evolve again.
One answer is to create media in which the marketing message is integral to the entertainment content—viral video that goes further than simply pasting a URL across the bottom of the screen.
I’ve recently joined in a business venture called IMG Pictures. Among other communication products, we’ll create video content that doesn’t overtly sell anything. It will be actual entertainment, but with a marketing agenda woven into it. It will stimulate awareness of a brand, product or idea without smacking the audience over the head. Cerebral product placement.
Don’t get me wrong; the “old standard” methods still have roles to play in the media mix. But to truly penetrate a target audience’s buying consciousness, the line between entertainment and marketing needs to be indistinguishable. Part selling, part storytelling.
Maybe we could call it “advertainment.” Just kidding.
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