Even with the plethora of media choices available and finest analytics to measure media effectiveness, brands are still stuck with how to make themselves welcome in people’s lives. In order to do that, we have to think more about how people actually live their lives.
Persuasion is as important as ever, but it is now necessary to fit it into the way people live their lives rather than how the brand lives its life.
Jeffrey F. Rayport, in an article for Harvard Business Review titled “Advertising’s New Medium: Human Experience” says, “In a media-saturated world, persuasion through interruption and repetition is increasingly ineffective. To engage customers, advertisers must focus on where and when they will be receptive.”
Look at how Zappos put ads in the bins used to move your belongings (including shoes) through airport security checks; or how Charmin put temporary public restrooms in Times Square during the holiday season or when Duracell rushed its people into areas devastated by Hurricane Sandy to provide mobile charging stations, supply Web access and give away batteries.
These activities don’t sound like advertising, but they probably do as much or more to persuade than even the best TV spot, simply because they occupy an appropriate moment to make a real contribution in people’s lives. And they undoubtedly get a lot of play in social media from appreciative customers.
Time, place and mood are more important than ever.
Our advice? Understand there is a time and a place for everything, including how your brand fits into the intricacies of peoples’ daily lives.
What do you think? Let us know in the comments below or tweet to us using #HDIMYF (How Does It Make You Feel? is my new book about how emotional brands succeed).