In the previous installment, you’ve seen how ad indirectly communicate and engage an audience by means of either novel or aggressive impressions. Now you’ll be taking a look at more direct marketing examples and how their respective companies handled the crowd.
Direct contact!
Direct forms of marketing have been done by man and machine like. In both cases, communication has proven quite innovative. A big difference between this and advertising is that your business obviously has a more ‘live’ presence before your audience. Proper testing may come off as slower and more restrained but feedback is more immediate compared to media that is quick to spread but can grow difficult to measure.
“Free experience! Get it right here! ”
Many prospects, even in enterprise software markets, prefer to see something tested before committing to buy. It’s natural to give them a little a peek at your product to satisfy that curiosity. But then again, why stop at the product? You can give them a more lasting impression if you actually brought them closer to real experiences that product has brought.
Take Kitkat’s take-a-break site. It literally prompts you to experience their age-old tagline online. Another good one would be PanoramaHair’s unsuspecting ceiling mirror. There’s also Casino di Venezia’s collaboration with their city’s airport, making a roulette out of their luggage belt and already bringing to them the gambling experience.
“Am I being Punk’d?”
Instead of sharing the experience right away, you catch them unaware that they are in fact being marketed to.
Flash mobs are a new example. Just when you think you’re walking in a plain, old crowd and then BAM! The shows starts and you’re right in the middle of it. It’s one this century’s latest forms of artistic expression. And when there’s artistic expression, there’s a potential use in marketing. Take, for instance, the Jedi vs Sith freeze flash mob used to promote the online game Star Wars: The Old Republic. You can also take a look at Hyundai’s Times Square interactive billboard game where a single app lets you race on the ad itself. Meanwhile in Finland, a restaurant takes commuting tourists by surprise by letting them book on-the-spot at the tram stop.
Think of it like giving your target market a hug. Prospects, especially B2B prospects, can easily tune out if you’re not looking at them in the proverbial eye. Some may be surprised or even a bit annoyed by the sudden intrusion. But the fact is, most people can easily appreciate the creativity that comes from your dedication to directly promote your business.
via Business 2 Community http://ift.tt/1aM8u0S
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