There’s been a lot of discussion here on how to find new and creative ways to reach audiences. As we’ve all heard, social media and the new consumer-driven marketing model have tipped the scales toward expanding your Internet presence (and all that implies) and moving away from print advertising. “You have to find people where they are,” said Brian Reich of little m media at today’s “Why Media Rules” session.
And of course where they are—a lot—is on the Internet. But where do we go to find consumers when they’re not online? That’s the question I’d like to place in my last blog post of the conference. I’m curious: What would you say is your most “creative” non-web marketing campaign this year? Was it in a newspaper or magazine? Was it a television or radio ad? By creative, I don’t mean “artful.” What I mean is “innovative” (i.e., finding consumers through a new, untried medium). Mine is this: Restroom ads at upscale restaurants. Though time will tell how successful the campaign is in terms of ROI, I like how the campaign meets people where they are when they’re not online: eating out, hanging out with friends, being relaxed. That seems to me the moment when you can really reach people—when they’re not really looking.
I could be wrong, of course. But what about you? What’s your most “creative” campaign this year?