Don’t let Don Draper fool you. Advertising is not as simple as a catchy slogan or clever pitch. As industries shift away from print advertising toward the changing digital frontier, brands need to know which audiences will be most receptive to certain methods.
You know when you drive by a terrible car accident and cant help but watch? That’s the way I felt when I saw this commercial for a Cluassen Pickles consumer involvement campaign. Needless to say the unsuspecting consumer wasn’t impressed and likely a bit annoyed.
While I think some of the consumer involvement campaigns made possible through social media and online video platforms have been highly successful. I think too many marketers, afraid of missing an opportunity, are dragging the consumer through ill designed marketing ploys that leave them disappointed.
The problem lies in ignoring some of the most basic marketing principles. The successful consumer involvement campaigns remember the value of…well, value. Consumers don’t want to jump through hoops, listen to contrived marketing messages, or be condescended to through “authentic” brand experiences.
So the question is the same as it ever has been. What can you do for me? Why should I listen or even worse spend my time with your brand?
How are you creating consumer involvement opportunities that are worth my time? What are you doing to create value?
The Social Drifter 