Being sticky means a potential customer is more likely to remember you.
Date: 21/06/2016 | By: Philippe Ingels

Entertainment in marketing is vital, to avoid this scenario…

Ta da!Entertainment in marketing can feel like it’s a rare commodity. 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’.

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 also to everyone visiting the park.

Today Jack goes out prepared. He is protected by… an ad blocker.

 

This blog post was created by BizSmart Select Member Philippe Ingels of WAKSTER and for more detail listen to the webinar recording Click Here

 

We are bombarded with between 300 and 700 marketing messages per day

 

In response UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.

One of the main reasons cited were that adverts are interruptive and annoying.

However, we are not here to talk about how annoying ads can be but about one of the key messages consumers are sending marketers – we don’t appreciate you spoiling our online experiences.

 

Our brains are wired to remember stories as opposed to data, facts, and figures


A marketing researcher asked students in her class to make a one-minute pitch.

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 per cent of students cited a statistic while 63 per cent remembered the story.

Whatever business you are in, you also need to be in the business of entertainment.

 

Jane Alison wanted to engage a new accountant for her business

With easy access to the marketplace, she had hundreds of options to choose from.

The question marketers would like to know the answer to is: why did she choose to buy Eddy?

Functional MRI neuroimaging shows that, when evaluating brands, the primary driver is how the brand makes a person feel rather than the facts about it – its attributes and features.

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.

Jane chose Eddy because of his “likeability”.

 

Personality, Logic and Emotion, walk into a bar and each order a pint of beer

When the drinks arrive they notice that all three pints have a fly in them. 

Personality picks out the fly, gives it a personality makeover and sends it off to make its fortune.

Logic picks the fly out of his pint, dissects it and writes down a list of all its features.

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.

  • We know interesting personalities sell
  • We know logic sells, but not many people read manuals
  • We know stories and meaningful emotional connections will sell.

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It is when you combine those three elements that you have effective marketing: personality, logic and entertainment.

 

  • Personality is who you are
  • Attributes, features and facts are what your product or service has
  • Stories, entertainment and likeability are what your customers want.

 

Entertainment in marketing

 

Bring these elements into your marketing in the right way and watch what happens.

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This blog post was created by BizSmart Select Member Philippe Ingels of WAKSTER and for more detail listen to the webinar recording Click Here

 

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