The Difference Between Invasive and Innovative Advertising is The Interest
I have mentioned earlier that I practice CrossFit. As a part of the addiction, I have become a victim of advertising and started spending on CrossFit apparel. When I started to train, it was ok to just go with regular running sneakers and whatever gear you had. Now I have different shoes for weightlifting and other exercises. I cannot even think of going back to training with normal (read: non-branded but equally functioning apparel).
Talk about taking your own medicine.
I was reminded of my Crossfit-addiction, when I noticed this ad on my Gmail:
I had not heard about the brand (Rhone) before, but it had the magic words that sparked my interest and also a discount. Discount is an interesting thing: if you are offered it, it already feels like bargain before you even know the starting price. Uncharacteristically I clicked on the ad (which was probably the first Gmail ad I have clicked ever).
The site offered apparently sweat and smell-proof shirts with quite steep prices. With my excessive sweating and vain ways I am of course the ideal target audience. After checking a while there came a pop-up which offered an opportunity to participate in lottery. Discount is interesting, but even more interesting is an opportunity to win something for free.
Naturally I signed up, so they have now my contact details.
After that I have been encountering Rhone advertising in my FB feed. They have been smartly changing the picture so I have noticed it every time:
Again uncharacteristically I clicked and again there was a pop-up with time-limited offer:
Nothing Rhone does is crazy innovative or cutting edge: just simple retargeting. They are essentially using the oldest bribes in marketing world: discount, rewards, exclusivity and lucky draw. If I would encounter as much communications from a brand in different field I would be super pissed off. Now I am more delighted and pondering should I actually test those shirts. That is exactly what smart marketing should do. From the starting point of not even knowing the brand, becoming a potential buyer within only a week is quite a feat.
So the lesson is: if you are able to find audience with natural interest, you can almost borderline spam them if you offer them something rewarding. People get touchy about marketing when it is totally irrelevant for them. It is not so much about what you say, but to whom you say it.
Originally published at standupstrategy.org on July 9, 2015.