Advertainment: The New Way to Capture Consumers
The Stunt: This ongoing stunt is part of a larger trend called advertainment–pure entertainment wrapped around a product with hopes of convincing consumers to purchase said product. Del Monte is currently airing a reality show for cats on Animal Planet. They’ve put up a Meow Mix Housewith webcams for people to look in and watch these cats in one room–from 10 shelters around the country–where they hang out and have various visitors (think Big
Brother, but for felines). Every Friday, on Animal Planet, Meow Mix announces which cat has been “voted out,” but in this case, that means being put up for adoption and receiving a year’s supply of Meow Mix.
What Happened Next: So far, so good. Meow Mix’s marketing director has been doing tons of interviews, and the brand is being associated with a worthy cause: cat adoption.
The Lesson: If you’re going to look for inspiration for a marketing idea, why not borrow from popular culture?
What’s the lesson in this for the entrepreneur? The lesson to be is that though many people don’t love advertising and avoid it if they can people will still love to watch and listen to entertaining programmes, events, news and shows. People have not yet grown hard skin against anything newsworthy and entertaining enough.
This boils down to the new way of getting people to actually sit and appreciate your adverts without the feeling of being sold on something they don’t need. Come in advertainment. The creative (not just anyhow) combination of advertising and entertainment. Advertainment when done right guarantees that your audience fall in love with your brand without resentment because they actually enjoy themselves.
What Can Be a Good Starting Point for You?
Creating good advertainment campaigns need not burn holes in your business’ pockets. Just like every other tip and advice I give here. The first point will be to be clear about your business’ core niche and area of coverage.
Next you’ll be needing more creativity than ever before to come up with areas of entertainment that has close affinity to the type of business you do. You may need the help of one or two creative persons here.Personally I have come to see how potent a group of creative persons can be working together in a room.
An example; if you are in the fast food business it will be a good idea to come up with an enticing eating contest show (could be in reality format). The important thing here is to keep abreast of the current trends in entertainment and develop campaigns to match the flow of the time.
Reach me either by the contact page or the comment box if you’ll like help with generating advertainment ideas for your business.
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