Want to earn an unfair share of attention, memorability, interest and sales? The operative word is “earn”. None of the above is given freely. Start by acknowledging the uncomfortable truth that no one gives a d@mn about your product or brand. Then demand creative communications that: 1. Are guided by a positioning strategy that centers your brand/product around fulfilling a real customer need 2. Are impossible to ignore 3. Are hard to forget 4. Differentiate you from your rivals 5. Distinguish you in a sea of category cliches 6. Consistently, clearly and surprisingly articulate your brand promise 7. Entertain and sell 8. Reach as many potential buyers in your category that your budget allows 9. Don't stop - the longer you run a good campaign, the bigger the results Then make sure you fulfill your brand promise at each customer touch point in surprising, delightful and memorable ways. It’s that simple and that hard.??
How can brands get attention? At the May 2024 NSSF Marketing & Leadership Summit, executives from three outdoor industry agencies suggested the following: - "Community development" and "Brand collaborations" - "Listen to younger people" - "Embrace diversity" - "PR and face-to-face shows so you can give away free stuff" The glaring omission??Creative that?gets a brand noticed. An estimated 84% of advertising is ignored - so just being noticed is a huge advantage. That's why the #1 priority of advertising should be to get noticed. Forget what you've heard. Forget what you've read. And definitely forget the recommendations by the executives above that are designed to be nothing more than income streams for their agencies. The truth is, people don't want to have a relationship, conversation or deep interactive engagement with your brand. Nope, not even Millennials. They don't want to share your content with their friends (unless it really benefits them). Here at Immortology, we don't waste our time and your money trying to create relationships, conversations or deep engagements with consumers. We're a full-service agency intensely focused on one thing and one thing only - to stimulate the consumption of your products and services. Period. Truth is, people don't hate advertising.?They hate bad advertising.?Even Millennials are attracted to and swayed by great ads. (Although they'll never admit it.) There was a time when everyone was saying the same thing about GenX and Y. When it gets down to it no one's truly immune to anything they find really entertaining, informative, attractive and valuable – not even advertising. We're able to produce successful results time and time again because we hold everything we do to a higher standard – no matter how big or small the project. Our ideas must be more interesting, entertaining or informative than the medium in which they appear. If it's online, it must be the most compelling thing on the site. If it's in print, it needs to be the best thing in the publication. If it's a billboard, we want it stopping traffic. All marketing – digital, social, native, traditional and even content - is interruptive. We just make damn sure the interruption is worth it. Doing anything less is just plain rude. Impossible to ignore, hard to forget and authentically surprising are the criteria by which we judge our work. Are you ready to join the 16%? Visit us online at the link in the comments!