Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. – Chinese Proverb
Your marketing communication is much more likely to be effective if your target consumer finds the advertising relevant and engaging. For example, this pair of transit posters (The picture was taken with my iPhone in a BART Station last year but I believe the campaign is still being used.) would be a lot more effective marketing communication if Sony hadn’t assumed consumers are idiots.
HDNA is a clever idea that communicates a real and believable benefit.
“Sony, HD, DNA, of course, this makes sense. I should learn more about their DSLR cameras.”
The colorful abstraction of the DNA helix that runs across the ads reinforces the message.
Why doesn’t this ad work?
The ad’s job is to put Sony’s line of DSLR cameras into the consideration set with Nikon and Cannon, the brand’s two well-established competitors. This won’t be accomplished by cluttering the ad with superfluous messages explaining HDNA and providing additional product features. But, if the ad were to give consumers a single powerful reason to learn more about the product, they are more likely to want to remember and want to learn more. So, combining a high-impact ad like this in a campaign with Search will draw consumers into a landing page where the brand can provide the arguments for why they should switch to Sony.
Use engagement for more effective marketing communication; get their attention, intrigue them, but leave them wanting more. All this ad needs is the beauty shot of the camera, the DNA helix, HDNA and Sony.
Hip Shots
Consumers aren’t idiots. Don’t spell it out. If you spell it out there isn’t any reason to get involved involved, to engage in the message. If they aren’t involved they won’t remember. If they don’t remember, they won’t make the effort to learn more. This is especially important when your are, charitably, the third choice.