Recently a new site launched that has had a lot of folks talking on social media. The designers are using an innovative scrolling design with high quality illustrations to entertain and sell their brand. Ben the Bodyguard is a soon to be released app on the iPhone and iPad that protects your phone from theft and your boss from reading about your former workplace…I think….Or is it the photos on the phone from thieves? Where does the iPad play into all this???
Oh, to be honest I am actually pretty confused about exactly what or how this new product works. But for the 20 seconds it took me to look over their beautiful site, that didn’t matter. Will I buy their product? No, I mean I don’t understand it!
In marketing we often hear folks say, “people want to be entertained”, which is true. But it’s also true that if you are doing nothing but entertaining your audiance without communicating your brand’s message then you are pretty much doing it all for sh*ts and giggles! And if that’s all you are interested in, more power to ya!
So the real question is, when do you entertain and when do you inform? Here’s a tip: Education is needed when you are innovating.
For example, when our fearless leader Andy Beal launched Trackur in Febuary 2008, he needed to not only sell his new tool, but also sell the concept of Online Reputation Management as well. Therefore a month later he published the first and only book on the topic! Here, Andy, knew that at the time ORM was so innovative that he needed a vehicle to communicate the underlying concept. Now, as a result we have an extremely competitive ORM consulting and tool marketplace because of Andy’s work.
Other products that aren’t that innovative can be more entertaining without the need to educate. Take for example Old Spice. Here we see a strictly entertainment-driven campaign. Education wasn’t needed because let’s face it, hopefully, everyone knows what deodorant is.
Talented marketers are able to mix both entertainment and education to create campaigns that engage their audiance in ways that stimulate their minds and their funny bone!