We’ve been on an internal campaign lately to think less about marketing and more about engagement. After all, you cannot create a customer/client/friend/whatever until you engage them in some way.
The phrase we’ve been kicking around is AIDA—not the opera, but ATTENTION, INTEREST, DESIRE, ACTION. It’s a natural progression in forming a relationship that so many companies, including ours, forget from time-to-time.
Alright, break it down. Let me share what the little voice in my head is saying in response to your marketing…stay tuned there’s a prize at the end.
The goal here is not to just get someone’s attention but doing it in a way that leads to interest. Any idiot standing on the corner screaming can get my attention, but lose it just as quickly because I have observed, processed and decided I have no desire to be around them.
So now turn that around. In the same way, a great visual element, or line of copy can pique my interest and get me to the point of spending a few seconds more (that’s all you get) to see what is going on, “…you’ve got my attention, now keep me interested.”
I’ve seen enough on this brief journey to start observing critically and begin to form an internal value statement on what I’m observing/reading/listening to.” I’m actually going to spend a few more seconds to see what happens next. “…you better keep it interesting.”
“Alright, I’m in. I’ve seen enough that I want to know where this goes.”
This is the payoff…what all marketers want: engagement. Up till now, I’ve been “distracted into” seeing what someone has chosen to present. I’ve been a passive party in the experience, but now I’m stepping over the threshold. Now I’m taking action based on my experience and I am going to be proactive in my response by calling/emailing/buying/referring.
Now for the fun part…take those thoughts and apply the first three steps to the video.
A man in formal wear standing in the middle of a public plaza with a bass doing nothing.
Little Voice: “Wait, what’s wrong? Why is he here in tails and why is he just standing there doing nothing.”
The man starts playing and almost immediately someone else comes out and joins him to build the experience.
Little Voice: “Alright this is cool and completely unexpected. I want to see where this goes”
New elements/layers are being added at a rate that captures my interest. The overall experience in building on itself to the point that people are going to see this through and get the full message.
Little Voice: “This is pretty wonderful and I don’t care if I have to be somewhere else right now. I’m just going to be late because this is worth it.”
People loved it and it has been the most successful marketing/engagement the Sabadell Bank ever undertook… that’s right, the bank that’s in the background of almost every shot.
Little Voice: “If that ever happens again I want to be there to experience it myself.”
By the way…if you don’t have a little voice in your head then we rent ours out.
Photo Credit: Stephen Poff