When content and data swipe right
Data. Measurement. Analytics.
In today’s connected age, advertising and marketing heavily relies on these at every stage. And it makes sense too on one level, as the consumers themselves are always connected.
We are on our phones 185 to 225 minutes every day, with over 52% of us checking it within five minutes of waking. We are spending more and mo
re time at work staring at screens, and we prefer to ‘window shop’ and then shop online rather than put on pants and go to the store. We don’t know a term or word or information, we search online. Information as well as misinformation is at our fingertips. And all our activities leave tyre tracks on virtual roads for brands to track.
Going back in time
But you see, I am sometimes a little old school. While I acknowledge and believe in the power of the right data harnessed correctly, I am also a storyteller who believes that stories are capable of magic. Stories like they have always been told by poets, writers, filmmakers and more.
Let’s start with an example. Have you observed the reactions of audiences when they watch a movie, a play, a poetry recital? What are the emotions they feel, and what are the reactions that are elicited? No algorithm can influence emotion the way a heartfelt monologue or a perfectly timed comedic slip of tongue can.
What the algorithm can do however is make sure the right audiences know that their favourite actor is going to have a new movie, it can find out what they did not like about a scene and if it offended anyone so that the next ones are better. In other words, data can tell me if 60% of those who attended a play liked it more than the last, but numbers cannot tell me what appealed to them more this time.
Marrying data with content
And this is where I make my primary point – it is crucial for brands that their strong data is married to good content. Several brands invest heavily in getting the information, but not enough in reading between the lines with that information, and then turning it back into a story.
According to me, the journey of content and data should be as below:
Step 1: Gather crucial data that helps you know your target consumer and demographic
Step 2: Read between the lines to find out the key factors that influence this consumer – what do they care about, what are their thoughts – what is it that ‘makes them tick’
Step 3: Use the data and analysis to paint a picture for that consumer in a way that emotionally resonates
Step 4: Go back to data to make sure that consumer experiences that story
Location is not just a stage prop
The story itself changes depending on the medium you are using.
Televisions are used to tell larger stories, and mobile gives you the opportunity to get personal and intimate. When it comes to location based advertising, your placement also plays a role in the story.
Are you advertising in a salon? Alright. Imagine the setting – calm, positive, a place where women feel good about themselves, feel pampered. They want brands to make them feel happy too. Give them information that makes their lives easier, or benefits them, adds value with a discount or offer, or makes sense in their otherwise busy life. They have the time to look at your message for more than 3 seconds, to listen to you and consider what you are telling them. They want context, more information and detail. For example, ‘We want to make you feel just as relaxed as you are feeling right now’, would be a great start for a product that makes chores easier. And it builds on the location. It tells them the story, and tells them you are listening.
Find your perfect story, and then find the right stage to showcase it to your consumer – give it the spotlight it deserves.
Rouge Media can help you get your story across to the right audience with our socio-demographically targeted networks, and wide reach. Ask us for more details on how we can take your brand to your consumer.
The quick guide to buying the best location-based media for your brand
No one knows the brand better than the brand managers and brand marketers themselves. They know the habits of consumers, consumer journeys, what makes them tick and what they don’t like. The next step is to reach that consumer you know very well.
A great and impactful way to do so is Location Based advertising. If your brand has a key demographic, location-based advertising lets you target your communication to that primary demographic in a concentrated way. Rather than risk overspill and hence lower ROI, location-based advertising makes sure you are spending your marketing budget on showing your ad to just the consumers it interests.
Alright, so you have decided to invest in location-based media. But how can you ensure you get the maximum bang for your buck? Here is a quick guide – from one brand marketer to another.
Pick the right location
Your consumers frequent several places during the course of their journey. But it is key to pick the locations they spend the most time at, and the places where they are most likely to view your message. A fleeting glance will not do your communication any good. For example, when speaking to a female demographic, our clients choose the Rouge Women’s network because a woman spends an average of 45 minutes to 2 hours at a salon every visit, with plenty of time during that visit to view the ad in its entirety and maybe even think about it or search about the product online. That’s a marker of a good location for your brand to be in.
Give them an incentive
Location based advertising is not bombarding a mass message. It is specifically telling a certain consumer about something they are interested in. And the best way to push them closer to purchase is to offer them an incentive when you have their undivided attention. When given a coupon, or sale offer or a special discount, consumers are more likely to remember your brand and move it to the top of their list of considerations. If not a sweet deal, give them something to engage with. For example, they can scan a QR code or text a number to get a deal or get more information. The important part here is to incite them to further engage with your brand.
Customize the communication
A TVC or poster will not fail to be noticed in a specially selected location. However, why stop there when you can go a step further and make it memorable for longer? A sure-fire way to build good recall for your brand is to offer entertaining and customized communication. Branded content is a great way to start this. Local cues and references are another good option. For example, you could offer tips about a topic that is related, or you could make a short film, or even just refer to the weather and connect it back to your brand. Or even build an emotional connection through something they are passionate about. I always say, start with your consumer insight and find what is entertaining for that consumer, and then find the sweet spot where it matches your brand. That’s your connection.
Don’t stop there
Make it an experience for your consumer. Offer free samples to drive them to purchase or retarget them so they don’t forget within the next 48 hours. As most top marketers and brands know, the key to leading the market is not to remind consumers about you in a big way once in a while, but to ensure you are never forgotten in the first place.
Location based advertising is a great medium for your brand to stand in the spotlight, and speak directly to your target audience. What will you do with the stage you are given?
Connect with us if you want to know more about location-based advertising, or advertise in any of our targeted networks, or even just chat and get our recommendations.
September 19, 2019
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