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Connecting with Consumers in Unexpected Ways

Consumers are inundated with advertisements. While the exact number is impossible to pinpoint, the head of Kantar Futures, Dr. J Walker Smith, and other sources have cited that a person sees up to 5,000 marketing messages a day.

What does this mean for advertisers? Traditional marketing techniques no longer cut it. Consumers tune out the “seen it before” promotions as white noise. In order to capture the interest of consumers, marketing needs to anticipate their expectations and then disrupt them.

In Digital

Using Ad blockers has become common practice. Netflix recognized this trend long ago and found a clever way to use it to promote their original show, Black Mirror. Advertising via a technology designed to eliminate advertisements was a brilliant move. The campaign also fit with the show’s eerie tone, which resonated well with viewers.

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In Print

Print has always been a fairly straightforward medium. That’s why we especially loved to see Chambord blow our expectations out of the water with their print series, “Because No Reason. The blunt tone of the campaign caught consumers’ attention, and the nod to “impulse purchases” appealed to shoppers. Brownie points, because the campaign also went viral on digital.

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In Broadcast

Everyone skips YouTube pre-rolls; it’s just a fact. Instead of trying to manipulate consumers into watching a longer ad, Geico recognized the irritation and adjusted their ads to fit within five seconds. Their humorous “unskippable ads” understood that consumers just want to get to their content quick and dirty. The ads were so popular that consumers even went so far as to seek out the uncut versions.

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Product Packaging

We at Cercone Brown know you have to get creative if you want to grab consumers’ attention. That’s why we were all over it when our client, Backyard Farms, asked us to rethink how they package their delicious tomatoes. We conducted focus groups in Maine and Boston to hear what their customers had to say about the brand. This consumer feedback served as inspiration for the package design below – a signature branding of Backyard Farms that customers have loved ever since!

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So what do all of these brands have in common? They embraced the modern way consumers interact with advertising spaces rather than trying to force a cookie-cutter message. The result: content that consumers actually seek out.