“Hey, remember that really boring ad that moved a ton of product. Neither do I.” Lee Clow As any marketer knows, there is a lot of commercial noise out there. More channels, varied messages, more companies trying to break through the clutter. Back in the day, as media buyers, we could extrapolate where, how and when an audience moved from one TV show to another, then advertise where there was the greatest impact and minimal waste. Today, while the rules of the game may be similar, the playing pieces have changed, and there are a lot more players at the table. So, how do you grab attention from your audience and keep it? At ClairStone, we like humor. If you can make someone laugh, particularly if it’s unexpected, you are sure to be more memorable. Humor used properly creates an emotional, more meaningful connection with customers (in the 74th percentile vs. the 42nd percentile for ads without humor, according to a recent Millward Brown study). Our latest favorite, Verizon FiOS. So, think about the use of humor – not for every message, not across all channels. Use it where it can be an effective means of breaking through the noise. No kidding.
Posted on: Mon, 03 Nov 2014 20:25:41 +0000
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