rehumanize

I haven’t owned a pair of New Balance shoes since the ‘90s.   They were my starter “premium” sneakers. Over time I traded up to “real” running shoes.   First Brooks; now Asics.   New Balance was relegated to a distant, dated, and dusty folder in my consideration set. I recently re-experienced New Balance, by accident, when I stayed at a Westin and took advantage of the hotel’s Workout Gear Lending Program, in which they lend guests fresh, clean workout gear if you forget to pack right. I was pleasantly surprised.   They looked and felt great.   New Balance had rediscovered its design and performance mojo. Later that same week I was out for a run when a guy blew by me (not hard to do) wearing a snazzy pair of electric blue running shoes.   Sure enough, he was wearing New Balance.   I doubt I would have registered the brand name if not for my experience at the Westin. A few days later I noticed an ad for New Balance while flipping through Wired.   I'm quite sure that

I recently was flipping through Automobile Magazine and came across an article about the new Range Rover Velar. It's stunning. Hadn’t heard of it before seeing that article. Today, the Velar was in my Facebook newsfeed. Remembering the article, I clicked into the content to see a 360-degree view. The insight: Awareness leading directly to engagement, without the help of any mass advertising. Planning earned media in sync with paid media can be a strong integration. Earned media adds third-party credibility. #HowAdvertisingWorks

I’ve been fighting a cold and have been a frequent visitor to CVS.  While reaching for a box of Advil, I accidentally picked up a box of Advil Gel Minis.  Hadn’t heard anything about these mini pills, so I put them back.  I wasn’t sure it would deliver the same dosage as the regular pill.  Yesterday I was leafing through Rolling Stone and came across an ad for these Gel Minis.  My experience at CVS triggered me to take notice.  Yep, same dosage as the big capsule.  Next time I’m at CVS, I’ll get the Advil Gel Minis. The insight:  Advertising is often actively consumed by its audience.  I notice bank ads when I'm shopping a mortgage.  Or car ads if my lease is coming due.  I noticed this Advil ad because I have a cold, and because I had a previous triggering experience.   #HowAdvertisingWorks 

I’ve decided to note and document the ways in which marketing communications influences me. Some of these insights may seem simple. And in a way, that's the point. We overthink advertising in boardrooms. We put the weight of the entire campaign on the shoulders of a single piece of content, forgetting how elements work together, and how triggers work in the customer's mind. Stay tuned. Would enjoy hearing examples from others.    #HowAdvertisingWorks