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How can the message of marketing to the Internet public, which hates the Declaration? After a few years back proposed a solution on the basis of short-form television programs such as: "120 for the second solution," 2-minute story of brand advertising in the coordination of three-act mini-video on the Internet. Today this is called the concept and described the entertainment: 2-7 minute commercial that combines content and advertising, and entertainment in the form of the story of the brand aims to attract the attention of the public and held at a time in which he made to forget the basic marketing message.
The concept of difficult to sell because they fly in the face of much conventional wisdom about the ad formats, and attention spans, and the credibility of the content. Like most good ideas, it seems that the time described the entertainment has finally come. Blogs are different marketing campaign on Twitter about the new Orbit gum called "Dirty Shorts", which includes branded entertainment it is the first effort, described the 5:17 minute video of Jason Bateman and Arnett will. It appears from these well-known actors do not have sufficient confidence in this declaration form which they've formed DumbDumb, and video production company described. Effort for the first time, "and the date of Prom, 'and take it 110,000 times in three days.
Commitment to basic message
Of course, not everyone has deep pockets required to hire Jason Bateman, but with proper planning and implementation of the campaign video, entertainment and described it in the hand of the most successful small and medium-sized enterprises.
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The biggest obstacle in implementing this type of campaign is not expensive, but instead, the commitment to style and format of most business owners find it difficult to swallow: the need to focus on one reason why core customers should buy your product or service and deliver that message in some way a bold or bizarre .
All businesses in many cases to think in terms of traditional advertising such as display, banner, and the classification (eg Adwords). Were paid even video via the Internet, urged crammed in the names before and after the roll pattern of spots on television. Internet is not television, but requires a whole new way of thinking when it comes to marketing offers.
The Internet is inherently non-traditional arena require content bold. You can say and do a lot of stuff online, but the only thing that will not be tolerated is boring your audience. Add to this the fact that we live in a world where product placement was announced on the line between content and delete permanently and you have an advertising environment demands something different.
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We must stop thinking of your website in the form of digital booklet and start thinking about the announcement that they have total immersive multimedia environment that connects to the target audience using the standout, break-through communication technologies. The goal is the quality of contracts password do not shotgun.
The goal is to share quality, not traffic
Business Web medium is important to remember that large numbers of viral campaigns do not come from smart and alone, but is the result of major campaigns as well as to support the advertising, public relations and extensive, and paid placement blog. This does not mean that small and medium-sized and should not continue with this approach, but instead, it should be the goal of these campaigns, the participation of quality not quantity of movement - is now even more accessible and productive goal.
How to deliver break-through advertising
There are different ways to achieve what advertising agencies call break-through advertising, but in each case, these methods call for content that stands out from the crowd, whether it's humorous, bizarre, alarming or just fun, and if it does not standout will not make a connection, and view your web site will be kept in mind immediately.
It was the best and most complete example of entertainment brands that I have seen wonderful shredded wheat "Palace of Light" campaign. It was funny too while convey a strong message for marketing. Unfortunately, this campaign is no longer running, but if you can find some of the videos on the Internet, which is certainly worth seeing. Are great examples of how to convert a declaration to the content, and content to an unforgettable experience.
In a speech on the break-through advertising, and Chuck Porter, co-founder of Crispin Porter Bogusky States the average person sees a conservative 1600 to 3000 marketing messages per day. There are also many advertisements. If you call your marketing is not standout some way, you're probably wasting your advertising budget.
Two types of advertising
In response to a question asking whether the Declaration and the technology and data driven, or driven creatively, Porter pointed out that there are basically two types of propaganda.
And technology for data-driven advertising is all the facts about this person who needs what you sell in the time that he or she wants to buy it and then submit a letter to them. This is why a lot of what you see, hear, and read in magazines and marketing blog is full of statistics and analysis of who is doing what and where. And all is perfectly fine if the client is only what we want is that one needs what you sell on the spot or who are motivated by the rush.
This type of advertising online is all about, and customer needs or wants to rush in their offer at this time. The key is immediate access. If customers do not have access to the moment, chances are rushing to buy and will fade away, or is likely you will find it more convenient to get the product anywhere else. In this type of advertising, the timing and speed. The negative side there is no long-term relationship is established.
Digital products that can be downloaded immediately and seems to be better suited to this approach, but must be qualified and the level of cost and complexity associated with the product or service: the high cost and more complex or advanced for the show, and less haste in the resolution, and more client should be satisfactory. Declaration on the theory refers usually takes seven to win contracts on a client.
The other type of advertising is the creative local communities; it focused on advertising for brand awareness and identity. This is the kind of publicity that creates customers, and identifies long-term loyalty. This is the kind of publicity that could benefit from the implementation of the campaign branded entertainment.
Why It Works entertainment and described
If you described the entertainment done right, he shared the public, he knows, and it lights, it is entertaining and amusing, it is meaningful and memorable and viral potential. Branded entertainment more ads, and it's marketing, they are designed to influence attitudes and perceptions change, and to take quick action.