Monday, May 18, 2009
New Objective: Instigate Interest
Across a number of different things I have observed and thought about lately. Ive started to try and bring a lot of statements that different people or specialists in the industry have made. Simon over at here be monsters recently commented on a post about social currency I wrote. He's comment was that 'content isn't king. Conversation is king and content gives us something to say.'. I do love how everything we do in marketing has to be king or the death of or something more dramatic than that. But it got me thinking. Creative agencies say content is king, media companies say channels are king, social media experts say its all about the conversation. So what is the role of brands and its agencies. I think its as simple as 'instigating interest'
The image above is of a Times ad that I saw at a tube station in London. Its a style that seems to be popping up more and more for media owners. Like the (at the time) quite ground breaking 'Discuss' campaign from AOL and Grey that addressed dramatic topics. The Economist has had some quite ground breaking ads over the years by addressing interesting topics. But what I have truly taken from these is that it is about instigating an interest for an individual to do more. By instigating the interest we can stop telling and drive people to action. This could be driving people to a website, driving people to question the interest further, build on the information we have put forth, drive a conversation with another person or many.
This can be across a whole bunch of spectrums. comparethemeerkats is about an instigating interest into a funny character... it drives people online to watch outakes. To be his friend on fb. To talk about how funny it was with friends (if I say 'ooohh bouncy' to the guys at work again I think they will hit me).
The times have instigated interest across all their recent ads with somewhat contraversial comments around topics. This might drive people online to get a greater understanding or dicuss it with a friend.
So lets stop worrying about who is king and find some interests that we can use with our audience to instigate some action for our brand