Why Marketing should care about Entertainment
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Transcript of Why Marketing should care about Entertainment
On October 27, 1994, Jack Stuart was walking in the park next to his home when he was unexpectedly hit on the head with a banner that read: ‘You Will’.
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Last year, Jack landed in hospital after a mob of over 700 people brutally attacked him with banners.
When interviewed Jack said these unprovoked attacks happen on a daily basis not just to him but to everyone visiting the park.
In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.
However, we are not here to talk about how annoying ads can be but about one of the key messages consumers are sending marketers –
Most of the students stuck to traditional pitch elements, such as facts and figures, but a few of them used a story within their pitch.
The professor then asked the class to write down everything they remembered about each pitch: 5 percent of students cited a statistic while 63 percent remembered the story.
Functional MRI neuroimagery shows that, when evaluating brands, the primary driver is how the brand makes a person feel rather than its attributes, features and facts.
Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
Personality picks out the fly, gives it a personality makeover and sends it off to make its fortune.
Emotion picks out the fly and after a bit of thought tells everyone in the bar the fly's story - people laughed, cried, took pictures and shared the story on Facebook.
It is when you combine those three elements that you have really effective marketing: personality, logic and emotion.
Choose some emotional triggers:
Funny, surprising, awesome, shocking, dramatic, fun, quirky, off-beat, creative, passionate, light-hearted, whimsical, energetic ...
How can I be [ add your emotional triggers] in a different way?
Look for metaphors.
Browse the web for ideas.
You will also love this Slideshare presentation.