But it isn’t just decibel level that determines the “noise” we’re exposed to on a daily basis. It’s the amount of traditional advertisements we hear. From YouTube ads to junk mail, we’re so turned off to the “volume level” of advertising that we simply tune it out. We all wear a pair of “noise-cancelling headphones” to deal with traditional marketing.
If you have a brand to promote, that means you’re dealing with potential customers who have their “noise-cancelling headphones” set to silent. You can’t penetrate the noise, but you can get beyond it. Here’s how:
Traditional advertising is difficult to execute because so many people have grown used to the experience of being sold to. Watching or hearing advertisements is as part of their daily routine as brushing their teeth or combing their hair. If you want to truly get beyond the “noise” of advertisement, you have to give these people a new experience.
There are a number of ways to cut through the noise and create a new experience:
- Mobile Vehicle Tour Trade Shows. Many customers are used to the “trade show” experience, but not when the trade show rolls up to their offices in the form of a giant, branded motor coach.
- Street teams. Nothing interrupts the regular pattern of our lives like an upfront, personal experience. Street teams offer a fun, engaging experience that is nothing like an advertisement.
- Sampling. No matter what your product, you can always whet the appetite of your target audience by providing them with live samples.
Generating an emotional experience isn’t only about effective advertising, but about engaging advertising. Take a more direct route to your customers’ experience and you’ll create an emotional bond quickly.