Game Changers:
Delivering Customers:
Agency Collaboration:
Key Performance Indicators:
We’re all awash in ads. By one estimate the average American encounters over 3,000 advertising messages per day. This glut does two things. It makes messages easier to ignore, and it makes the most shrill ads competing for attention easier to resent for their intrusiveness.
Ignore the standard interruptive formula. Interruptive marketing is nearly impossible to do well in this new era of nearly unlimited media choices. Instead, here’s a three-step formula to try. Each has been successful in campaigns that Nelson Schmidt has staged for clients.
1.) Timing — Reach people when they are most ready to learn about you. Concentrate your message around their time of most need or when they are most in need of a little fun. When Hustler Turf Equipment asked Nelson Schmidt to help them break into the golf course lawn care segment, the solution included a Video iPod delivered to journalists in time for their flight to the 2008 Golf Industry Show. Members of the press (as well as other key influencers) were invited to view a video podcast and product photo gallery, during their flight, on this impossible-to-ignore gift. Reception to the concept was warm. There were no accusations of “buying” these influencers’ time — presumably because they were so taken by the empathetic nature of the offer to provide instant, mobile access to in-depth news and information.
2.) Place — Out-of-home advertising is growing at an annual 8% rate for a reason. With imagination, you can make your ad surprisingly integrated to the surroundings of the situation. To promote the movie, Bobby Jones – Stroke of Genius, Nelson Schmidt created a campaign which was presented to golfers on the GPS systems installed in golf cars at courses around the country. Other examples are digital billboards that make reference to the annoyances a driver might experience during a commute. The most famous example for real estate development: “If you lived here you’d be home by now!”
3.) Creative — Know how to match – or contrast – your words and images to the publication. For instance, print ads need to stand out to be noticed, but recent eye-scanning studies have shown that online ads that nearly match the design of web sites which carry them are more readily examined and recalled. An example of such online synchronicity is the banner campaign we created for Kronos Incorporated. The sponsored advertisements matched the design of the e-newsletter they ran in.
To enhance your advertising campaign performance, contact Nelson Schmidt about helping to develop advertising plans that have the exact timing, place and creative components to stand out and connect with your customers and prospects.
Video iPod made it easy for golf industry editors to learn about Hustler Turf Equipment.
Promotional campaign for Bobby Jones – Stroke of Genius reached golfers in their golf cars at courses around the country.
Design of Kronos’ online ad campaign aided recall by unobtrusively matching the look and feel of the E-newsletter.
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