Nehlsen Notebook

Adscape-Breaking Strategy

By Nehlsen Staff  7.1.09

Strategy is the workhorse behind any effective communication, be it a tri-fold brochure or a full-on integrated marketing campaign. And while design and content help establish tone, and is many times what attracts the target to the message, if the strategy isn’t breakout, results will not be driven and the piece fails to effectively communicate its message.

We’ve all heard the statistic that the average consumer is exposed to over 3000 advertising messages per day. How then do we make our messages stand out, how do we break the adscape? With the slow, but inevitable death of traditional media (TV, radio, newspaper), we must continue to push the envelope — keeping up with industry trends is no longer good enough. We need to keep this in mind while doing industry research and developing marketing strategies for our clients.

Social Media is certainly important to any integrated marketing campaign, but as we see more and more people jumping on the Facebook bandwagon, how do we continue to stand out and innovate? Those of us who wish to remain thought leaders in the industry must continue to push “surprising media” — guerrilla, experiential, viral video, mobile marketing, etc. Who knows, maybe your next integrated marketing campaign will involve "Too-Tall" dancing through the streets in a sasquatch costume…

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