We live in a non-stop communications world where content creation, 24-hour news cycles and constant social Web interaction are the norm. As a marketer, I know the rules about creating meaningful content, distributing it and finding quality interactions with audiences that matter. But following the rules is only going to get you so far.
When brands are competing for consumer attention amongst so many other messages, how can you help your clients rise above the noise when creating content? It helps to take a step back and start by asking yourself what messages get your attention as a consumer. Then work backwards and decipher the elements to figure out what makes the message resonate with you. For me, it’s all about the Allstate Mayhem commercials. The TV spots are memorable and have strong brand association – there is no chance I’m going to forget who the commercial is for after it is over.
So what does this mean for smaller brands without big advertising budgets? Your client may not be prepping for their next big game commercial but there are valuable brand engagement lessons to be learned here for marketers and content creators of all types. With Mayhem in mind, here are some tips to think about next time you are developing content for your clients.
- Make content relatable. All of the Mayhem commercials are centered on situations any typical car driver may face, including a distracted teen driver and an out-of-date GPS. The commercials are exaggerated examples but the main point is simple. No one is going to listen to your message if they don’t think it relates to them or their business. So get to know your audience and speak their language.
- Capitalize on a pain point. The “Recalculating!” GPS in this Mayhem spot is the perfect example of this. It happens all of the time and Allstate knows it. If your content offers solutions to common problems faced by your audience, you will establish an instant connection with them. In this case, Allstate is offering a solution to a GPS gone bad so it still works.
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