Friday, 13 March 2015
There is Nothing Wrong with Selling
There’s an ad campaign going around in London, of various images sent in by people with the tagline “#beframeus”. Every time I read it I read “be fram-e-us”. And it annoys me. When I get home I’m going to try to find out what this campaign is all about. Because that is all the information given.
And that’s the problem. Sure, I’m going to make the effort (hopefully, unless I forget because I might have better, more interesting things to do), but I don’t really want to. And most other people I imagine don’t want to either.
“You cannot bore people into buying your product.”
Too many advertisers try to be overly clever with their campaigns, to make it a puzzle, to make it a mysterious pathway of content to carry the audience forward.
That would be nice if the audience were watching every ad in a row like a movie. But we don’t. We watch piecemeal – we watch at random. You can’t assume anything about how much the audience has seen. Of course you don’t want to patronise the audience. But don’t force them to do research to understand what you’re doing.
Too often this byzantine form of advertising is done because we’re afraid that our audience hate advertising, and want to have some kind of organic content experience. I’m not quite sure what that even means. But here’s the point.
You can’t be afraid of selling the product. Don’t hide behind clever lines and “guerrilla” advertising that is so guerrilla that it lives in a part of a jungle that no one has ever visited.
If you have a point to make, make it.
I don’t give a shit about #beframeus. Tell me what you want me to buy.
(Having looked it up it seems to be JCDecaux' new editorial content feature. So I guess in the end it doesn't matter that no one knows or cares about it, since the target is so small anyway.)