Friday, January 20, 2012
Advertising. On a Banana?
So who is buying bananas? One can surmise that moms buy bananas for their kids as a healthy snack. And WHO else sees the advertising on the banana? Yep. Kids. Guess the QR code is for the curious adults. But wait! Kids have smart phones so they may very well be scanning and viewing the trailer too.
Moms are you peeling that sticker off before you hand that banana to your child?
Advertising pops up just about anywhere nowadays. We’re all used to seeing it in our shopping carts at the supermarket. It’s almost “normal” now.
And what about building wraps? Now there’s something you can’t miss. Saw this one recently while visiting Las Vegas:
Sorry to say I wasn’t in town long enough to catch their show. But I sure knew about it!
Advertising. On cars. In pools. On objects placed on city corners. Heck, even around the manhole covers. What's next?
Does this suggest that “traditional” advertising is no longer effective? Heck no. Non-traditional and traditional advertising work together. Chipwrecked had TV spots during that all important holiday season and no doubt had billboards too. There’s a Facebook app (9,000 monthly users) and a fan page (27,000+ users). Hadn’t seen any (I’m not the target audience), but it’s highly likely there were banner ads on carefully selected websites too. A quick search revealed no presence on Twitter or Google+. Makes sense since you won’t find kids there. You WILL find mommy bloggers on Twitter though, so perhaps that’s a missed opportunity?
It’s all so much, isn’t it? Why? Simply put, it’s hard to grab your attention. Too many of us on the run; advertising, when we see it, gets mere seconds of our time. Brace yourself for more attempts in unusual places in an effort to increase your likelihood of viewing the information, gaining your awareness and hopefully heightened interest. Down the purchase funnel we go!
A target audience for Chipwrecked: Moms of young kids. Uber-busy moms who may be holding down part-time or full-time jobs AND raising a family. How much time is left to relax in front of the television? A half-hour a day? Are they going to catch that TV spot? Not unlikely. But they shop. A box of disposable pampers for their youngest gets used up pretty quickly. Fruit needs to be bought often so it’s fresh and a box of cereal is gone in no time with a family of four. By now they may be ignoring ads on shopping carts, so why not put them on the actual food?
Speaking of food, some of us enjoy snacks and drinks when flying, right? Imagine my surprise during a trip in October when I pulled open the tray and discovered a nifty print ad instead of off-white plastic greeting me. Being up in the air does not allow you to escape advertising anymore!
Makes you wonder how far out advertising is going to get. People have sold their foreheads for $20,000 and tattooed advertising on them; remember goldenpalace.com? Can it get any crazier?
Yes. It will. And our brains will adjust and learn how to tune out noise yet again. Sigh. On the other hand, a company may finally reach you with the solution to fulfilling a need or desire you have.
On that note, I’m running to the drug store now for just a few items. Let me grab a basket...
Where have you seen “unusually placed” advertising and how do you feel about it?