Consumer engagement: creativity to stand out

As we are all well aware, us (as consumers) are bombarded with constant communications and messages from organisations. In the 1970’s people were exposed to about 500 messages per day. Now, the daily figure is about 5000! As a result, we have become subconsciously adept at filtering or screening these direct communications out. It is believe that a commuter is exposed to 350 messages within an hour journey, yet can recall only 1 brand or message unprompted!

So, brands and organisations needed to become starter. Advertorials are one way of sneaking under the radar to a certain extent, or focusing on PR activity. I’m not going to talk about those more traditional functions, but merely getting more creative and interesting mediums to get their messages across.

I’m just going to discuss a few effective ways to engage consumers, that will cut through all of the clutter and noise and leaving a lasting impression.

1: Escalators

Back to one of my favourites, ambient marketing – this time in conjunction with advertising. Similarly to my snow post, natural surroundings are vast with opportunity to draw attention to brands or retailers. Albeit less opportunistic and more controlled, hand rails or escalators offer a fantastic platform to gain attention. Being relatively new, this is a good talking point and stands out due to novelty. Furthermore, for local businesses, how great to say turn right at the bottom directly close proximity football to your store or offer!

However, I do feel this is a short term tactic, as once becomes more common on escalators, im sure people will frown more upon this, either ignoring it and drawing negative feelings towards the advertiser.

For more fantastic examples visit Escalator Advertising

2: 3D Holograms

I have seen this carried out in numerous ways, usually to draw footfall into the location of show. Passers by are intrigued and drawn to the shop, only to find out its not real. It creates excitement and great viral and PR potential. Not to mention is transportable or highly flexible (as opposed to constantly employing or transporting real people!) 

Don’t feel this limits its potential though... Imagine brands or users visible in prime locations and tourist destinations doing stunts or exciting activities, only to magically disappear or reveal a brand name. Someone stripping on the London Eye only to reveal branding, celebrities hanging out with your clothing on, or drinking your drink, even a montage of clips... You get the idea. Better still, imagine retailers replacing traditional manikin shop window displays with moving, interacting hologram models or a catwalk.

3: Product Placement

Whilst on the rise, especially due to new legislation in the UK, product placement offers great potential for brands. It draws stronger and usually more discreet brand associations and perceptions.

 Im not going to talk much about this as it speaks for itself, but merely leave you with provocative thought on it to hopefully stimulate some thinking... Will product placement replace TV advertising? Take the recent Britney spears latest song ‘Hold It Against Me’ (no, im not a fan!) but it is rumoured to have made $500,000 due to various product placements including Plenty of Fish and Sony. My point being, music video’s arguably have longer lifespans than ads, they connect with more specific target audiences and detailed segments than TV commercials, is more subconscious, more emotional and grows stronger preference and associations than TV ads. So, why shouldn’t certain brands focus on placement within suitable pop stars videos, as opposed to TV?

4: Good old fashioned publicity stunt (and now virally applicable)

I could list one of many, but i’ll stick to one old, one new: Gail Porter on the Houses of Parliament / Big Ben for FHM, F*** OFF with the lighting on Harrods. Before the days of social media, the FHM stunt was covered in almost all national tabloid and press, not to mention television and radio media discussion and reporting. It portrayed a cheeky playful image and risque personality - perfectly matched to the brand.
The Christmas lights were rumoured to be engineered by a disgruntled employee to show his feelings - it wasn't in fact real, but some smart image editting. It become and twitter and google trend, gained physical media coverage and sparked  great interest in Harrod's over the festive period. Although not inline with brand image and repuation, the effect of free national exposure and publicity and stimulated word of mouth activity provided a timely boost to business. It is not even clear if Harrods was at all involved with the stunt, or someone who thought it would be funny! Once it was released that the story behind it was not actually true, no long term malice or repuational impact was felt by Harrods.

The point here is to be creative, original and contain elements of surprise or shock in order to grab attention. (Note: Swearing or nudity isn’t vital)! Oh, and once again, notice the use of the surrounding environment and location to engage more!  

These are a few ideas how to be the 1/350 that consumers do remember! Next time your out all day, try and remember what messages you actually saw and notice which ones had a lasting effect. It will probably only be a select few, and from brands you adore or were considering to purchase at the time of seeing the communication anyway. As marketeers, we have to realise these challenges, and manage to engage and cut through everything else!