Let me entertain you

TV advertising is apparently in decline. It’s always had to compete against compelling attractions such as going to the loo, putting the kettle on, letting the cat out or getting a beer. But why should this bother a B2B agency particularly?

For starters, from a personal point of view, there’s not always the motivation to stay and watch it. While I’m relaxing, probably with a nice glass of wine, I don’t particularly want to be hectored about my salt consumption (thanks government) or told by some uninspiring youth who looks as if he has BO that he feels better after drinking a bit of Volvic (I mean, really).

But used creatively, it remains a tremendous medium for brand awareness, and now the internet offers more potential than ever to create a campaign which can be stratospherically successful. The key is creativity – putting together something people want to watch, which is entertaining and offers a better alternative than hitting the mute button or picking your nose. This should be pretty obvious. Everyone will have their own idea about ads they love, and they’re always the ones that add personality to the brand – critically they entertain as well as inform.

B2B marketers should also take heed. Firstly, that even if you’re not looking at broadcast per se, video content is a valuable web-based tool. A character like HP’s Mr Z demonstrates that there is the potential to connect with users and businesses at a more engaging level. But if you’re not using broadcast, capturing the buyer’s imagination is critical to differentiation. It helps create a unique positioning for your brand, gives you an edge and stops you from just being the same as everyone else.

It comes back to strategy every time; carving yourself out a distinct place and voice in the market place which can work for your brand long term. Without clear objectives no approach, creative or otherwise is guaranteed to have lasting impact.