Just a quick example of using something really useful to get distracted folks to pay attention to advertising. In northern cities this winter we bought bus shelter advertising and, with the help of our outdoor partners (JCDecaux), hooked up heat lamps. Made the point that it was warm in Texas and they were pretty darn useful…not as sure about the Adirondack chairs but they did help with the messaging.
None of what we are talking about sprang fully formed from my mind (or anyone else’s) – rather it has been a journey of learning that has taken twenty years. In this post I am going to introduce some of the things that we have seen that have led us to the early ideas about Marketing in the Age of Distraction® in the first place.
If you’re trying to market something, anything at all, and you feel like what you’re doing is a whole lot less effective than it used to be, you’re not alone. All the talk seems to be about fragmentation and digital. And, while that’s important, we may be overlooking a more fundamental issue: Our customers have changed. And I’m not talking about millennials here. Okay, they’re part of it, but I am so tired of hearing how “different” they are—it’s like marketers think they’re a newly evolved species.