Tag Archives: Entertainment Marketing

May I Have Your Attention Please? 3 Rules of Thumb for Interruption Advertising

Been on Boston.com lately? You’ve probably run into a mischief making seal named Zoe and a sea lion named Sierra, from the New England Aquarium.  So far they’ve bumped my screen, shut down my browser, and made a general (although adorable) nuisance of themselves as part of the Aquarium’s “Mischief is Back in Boston” summer campaign (via Connelly Partners – Boston, MA).

Smart campaign and cute use of Boston.com’s rich media resources, but these whiskered tricksters got me mulling a bigger topic…how much online interruption is too much?

Online display advertising (like its print, outdoor, and broadcast cousins) works by interrupting your day to deliver you a message. The value of that message and how the interruption happens determine the success of the campaign. Here are some key thoughts when you’re considering interruption advertising:

Interrupt Quickly
Everyone’s heard the cliche “Americans see over 5,000 advertising messages a day“. That’s part of the challenge, but more importantly, the pace of our lives has quickened. Production, interaction, and distraction dominate our day. The space to interrupt us is smaller than ever, so do it quickly. Any delay and zap – your target is gone.

Show Immediate Value
Once you’ve mastered the quick interruption, tell us why you’re there – and make it good.
Side note: This is where properly segmenting your audience is important. What makes you valuable to one audience, doesn’t necessarily click for another. So use the many targeting technologies available to get the right value message up front.

Be Fun
This one is simple. Fun is never boring, offensive, or off-putting. Fun is interesting. Fun is good. So even with a serious product and service, find what is interesting and fun about it. Your audience will be more receptive to your message.

Back to our friends, Zoe and Sierra. Instead of shutting down my browser with mischief and then disappearing into a banner ad, why not bounce my screen with a ball, and invite me to play a game along the outside borders of my browser? Seal volleyball anyone?

Then invite me to meet Zoe and Sierra. Maybe even create a cartoon featuring these two characters. Kids drive attendance to the Aquarium, so get kids excited with games, stories, and cool facts/information about this adorable seal and sea lion. Then present your offer – Meet Zoe and Sierra in person at an NEAQ show this summer only! Maybe add a monetary value like get a free meet and greet with Zoe and Sierra when purchasing a season’s pass.

If I’m a parent or a child, that kind of interruption would get my attention.

Show Us Your Monkey Face!: Kahuna Laguna’s Facebook Facelift

Wanted to take a moment to show off Kahuna Laguna Water Park’s new updated Facebook page. After spending the last few months establishing a strong following of over 1500 Facebook users, the page now offers specialized tabs for special discounts, the ability to book a room right from Facebook (adding value to FB ads), details about the 7 Red Jacket Resorts, and contests. The current contest is “Show Us Your Monkey Face!” Get a pic of your child doing their best monkey face, and your family could win a weekend getaway to Kahuna Laguna. Enjoy!

Google and the Fight for the Future of Travel Marketing

There’s a fight going on for the future of travel marketing. On one side there’s Google, on the other TripAdvisor, Expedia, Yelp and other search or review based travel sites. Who wins will make a big difference in how hotels, resorts, restaurants, entertainment destinations, and others market themselves. (We’ve embedded a short and sweet recap of the issue from the Wall Street Journal above.)

The basics go like this: Google continues to add new properties like Google Places (see video below), Google health, and maybe soon, Google travel (Google is attempting to buy ITA Software, Inc. – and presumably compete with TripAdvisor, Kayak, Expedia, Priceline and others for travel search traffic). These Google properties compete with other sites, which is bad for the other sites. And what gets them really ticked off is that Google lists its properties on top of the Google Search page – above other sites’ listings.

The latest spat came as TripAdvisor formally requested that Google stop using its user-generated reviews on its “Places” listings. TripAdvisor wants its user generated reviews to be something folks can’t get elsewhere. Google argues it’s just giving users the best information in the fastest possible way.

If Google wins this battle, and we’re guessing they will, that might mean big changes for how hotels, resorts, restaurants, travel and entertainment destinations market themselves. For one, media spending will move from Kayak, TripAdvisor, etc. to Google. But maybe more importantly, marketers could have the opportunity to truly combine traditional video and banner placements with search efforts. If you plan online ads, search, social, and traditional media around the same web based content, you’d probably also increase organic SEO traffic.

Just another reason to focus on integrating all your marketing channels around compelling content and information.

What do you think? How would a robust “Google Travel” property affect how you market right now? Drop a comment here or find us on Twitter @Triad_Ideas #ThinkSucces.