In-store marketing is fertile ground for turning a simple sale into life-long brand advocacy – if you can unlock your customers’ curiosity.
In an effort to move from the ineffectiveness of disruption marketing, where brands aim to divert attention, to permission marketing, where they aim to earn attention, we are seeing brands begin to publish more and more original content. And not just entertaining advertising, but content designed to prove their core values.
Branding in 2014 means creating desired content, not interrupting it.
The Lego Movie creators didn’t try to create marketing that doesn’t look like marketing, they created a story that happens to produce marketing results.
Sure, you can spell innovation without p-l-a-y, but you’d be hard pressed to achieve the former absent the latter.
When you turn your creative attention to a shopper marketing solution, the results (both creative and bottom-line) can be astounding.
Sure, we all know that great ideas can come from anywhere. But are we actually letting them?
In a cyclical market that is pressing us to generate content faster, launch product updates quicker and ship sooner, consumers are returning
to the desire for craft.
The old entertainment maxim “leave ’em wanting more”, explained.
What if the best way to handle a fire is not to try and fight it?
In the 2003 Paramount Pictures film, Jack Black plays Dewey Finn, a cash-starved wannabe rock star posing as a substitute grade school teacher. As odd as it may seem, Dewey can actually teach us a thing or two about fostering a creative business culture.
I would argue that the more habitual cause behind our most unremarkable solutions isn’t the lack of inspiration; but the absence of motivation. The key to overcoming either is understanding the difference.
Everyone wants true innovation but few know how to generate ideas that qualify. Innovation starts when we look beyond improvement and into purpose.