Optimizing Your Impact with Jeff Schomay
A few months ago I posted an article about eliminating clutter in the presentation of your material. This article received many responses discussing the nature of what is too much, or if there are any exceptions.
On a similar vein, I recently saw a news segment about a new form of branding and advertising: companies turn your personal car into a driving advertisement. Those for the idea argue that this is an effective way to increase your brand awareness and inspire word of mouth advertising, especially since the driver of said car is matched to a company that they commend. On the other side of the argument, people claim that this type of advertising is too close to home, too intrusive, and being so, gives the brand a negative connotation.
So is branding every car on your block going to lead to too much clutter and be ineffective, or is it a great marketing and branding idea? Obviously, this kind of advertising can lead to an overload very quickly and backfire as some people point out. But this is not the core issue to consider.
Even on the roads today, as we are surrounded by too many advertisements, we ignore many of the ads, but we notice specific ones. What is it that makes us notice one over the other? If it is all just clutter, one would think we would filter it all out, but that is not the case. Something about an individual ad can make it jump out through the clutter. What is it?
I maintain that the necessary ingredient for being noticed is and has always been the design of the marketing material itself, with note of its intended format. As I’ve written about before, humans are hard-wired to resonate with certain principles of presentation, and capturing these will make the difference. Whether TV ads, print media, or cars on the freeway, getting your message in front of eyeballs is not enough. It’s the creative content that makes it through to your target audiences’ consciousness. It’s not the format that is the question here, it’s how the material is designed to match the format and human psychology, and a properly designed ad can always be effective, even in the middle of an advertising traffic jam.
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