Advertising Breakthrough at the Street Level

IMG00167A lot of marketers make a big deal about the need for street teams and live, experiential marketing.  And they budget for it.

But people actually on the street operate with far more limited budgets.  To them, breakthrough isn’t just a nice to have, it’s a must have.  The alternative is a long, cold, unprofitable day.

Element 79 planner Amie Dowker saw this guy yesterday downtown on the corner of State and Randolph, standing with a marker-scrawled message that cut through the clutter like a hot knife through butter.

He may be an amateur advertiser, but his instincts are dead nuts on, even if his spelling is dodgy.

Amie snapped the pic, gave him her lunch money, and walked away with a smile to start her morning.

That’s great advertising.

By Dennis Ryan, CCO, Element 79

The Accessible Emotion: Why Laughter Is An Advertising Mainstay

smiledogThe news from this year’s TV upfront market is that while the economy continues its drag on overall revenues, the one bright spot for primetime network sales has been half hour sitcoms.  According to an article in Advertising Age, the cost of a :30 in top shows like “Grey’s Anatomy” and “Desperate Housewives” dropped while comedies like “How I Met Your Mother” and even purported comedies like “The New Adventures of Old Christine” actually increased slightly.

For anyone who’s ever heard a client openly question the value of comedy in advertising, this is concrete evidence that people love to laugh.  Brands that make people laugh with relevant messages take the expressway into the heart of consumer opinion.  We all love to be entertained, to be surprised and delighted.

Even the greatest talents are hardpressed to move someone to tears in a scant thirty seconds, but getting a laugh is very doable in that timeframe.  Get one for the right reason and you can create value for the brand you advertise.

Heck, get one for the wrong reason and you might at least create the next Mentos, you fresh maker…

By Dennis Ryan, CCO, Element 79