AUDIENCES HAVE TUNED OUT TRADITIONAL ADVERTISING
If you’re struggling to connect with your audience, it might be because you’re trying to sell to them.
It sounds counter-intuitive, but savvy digital consumers don’t want to be sold to and, in an on-demand world, they can easily avoid traditional advertising.
Branded content is a way to engage with customers by connecting with their values and building trust, rather than by simply selling to them.
BUILD EXPERIENCES, NOT CAMPAIGNS
Change is hard. The 30-second TV spot and glossy magazine centrespread have been the bread-and-butter of consumer advertising for decades.
But consumers have moved on.
Unlike traditional campaign advertising that pushes brand messaging, branded content pulls people in by entertaining them, and by infusing your brand’s attributes and core values into the storytelling.
When you engage your audience without a hard sell, they’ll remember you.
Brands that go the extra mile to build trust, to create authentic experiences that are respectful and that add entertainment value, not just a sales message, will inspire loyalty and brand advocacy.
How people connect with brands today
STOP HELICOPTER MARKETING
Give your brand space to breathe and grow.
Your brand doesn’t need to be kept hidden away or encased in bubble wrap while you hover around it, protecting it from all outside influence.
Put your audience first. Your brand isn’t a priority for them; they care about memorable, entertaining experiences.
Leverage your brand to build one. Don’t let your brand hold you back—let your brand live a little!
Partnering with Shaftesbury has unlocked growth potential for U by KOTEX® by enabling us to build a meaningful relationship with them, enabling us to talk about our brand’s products in new and exciting ways.
– LESLIE MACKAY | DIRECTOR OF MARKETING AND SALES STRATEGY | KIMBERLY-CLARK CANADA