Marketing: Participative versus Interruptive
Getting your company message across: Participative versus Interactive Marketing.
Click HERE for the Guinness Legacies Series,
Guinness have recently released a four piece marketing campaign called ‘Legacies’. The first piece is about the lasting legacy of John Hammond, perhaps the greatest musical talent scout of all time, discovering the likes of Billie Holiday, Count Basie and Benny Goodman during the Jazz era in New York city and uniting people of different ethnic backgrounds in a time of segregation.
The interesting aspect of this series is that Guinness does not feature their brand or logo in any of the one minute videos. Instead they present the video in the fashion that production companies present movies. Rather than placing their product in the short piece they instead subtly compare themselves as a brand to iconic people in history. The viewer subconsciously associates the brand of Guinness with the underground jazz clubs of 1920’s New York with people dancing euphorically to the music but not once do Gunness try and place their brand amongst the revelry.
This is a very clever marketing campaign. Instead of trying to sell their brand directly, Guinness invite the viewer to relax and watch a short, beautifully shot film about a topic that everyone can relate to. The viewer can’t help but tap their feet to the pulsating beat and smile as the actors on screen enjoy the revelry. This feels like a very short documentary or film as opposed to an advert selling a brand.
This form of marketing is called participative marketing and it is hugely effective. Interruptive marketing is what reigned supreme from the 1950’s right up until the millennium. This was a case of ‘they who shout the loudest shall be heard.’ This meant the companies with the most money could buy the premium advertising real estate and deliver their brand to the eyes and ears of the general public. But the landscape changed with the advent of social media. Before Facebook and the internet, the public were at the mercy of magazines, newspapers and commercials on TV. These were the most valuable marketing slots and of course only the global brands had the financial resources to fill these.
But the turn of the millennium ushered in a new landscape. Now people began to consume through computer screens. People began to interact via social networks. The marketing and advertising field was now level. Suddenly small businesses could connect with the public in the same arena as the global brands. Youtube, Facebook, Twitter et al. became the new battleground for marketing and advertising. And video content became the new weapon.
The emphasis is no longer on big budget production for marketing and advertising. The nouveau marketers create campaigns to invite the viewer in and whisper their brand message. We metaphorically want a friendly arm around our shoulder to lead us away from the big, bawdy shouting campaigns and instead engage with clever campaigns that include us as a viewer rather than brainwash us.
This is great news for you as a small to medium business. With the correct approach you can reach your bullseye customer. you can speak to them, engage with them and get them on the side of your brand and achieve your goal of bringing loyal customers to your brand.