Advocacy and persuasion today is, fundamentally, about condensing. Take all the arguments, reasons, testimonials, and facts, spin them into a gauzy 30-second ad, and certainly the world will soon change for the better.
It’s a strategy that serves TV advertising agencies well, but rarely their clients. And it’s drawn from a world that presumes things haven’t really changed.
Even amidst an ongoing digital revolution, much of the culture of persuasion rests where it began, still enraptured of the “digital billboard”. Post it online, and it’s out in the world! People can see it and find it! Too many still believe the simple act of making a YouTube link public ensures impact.
No one would think of any other broadcast medium that way. “The TV station has the tape with our ad on it! Let’s retire to the bar.”
Asset is built on the knowledge that shaping perception requires a new suite of tactics to realize sound strategy. Some of them are as simple as a comparison between then and now…
or, Now and Us
Now: A smattering of posts on topics we think will get attention. Maybe a boost here or there.
Us: if we’re running an ad track, all of our social media content must be focused on reinforcing that theme. Why isn’t our message broken down into component parts and supporting evidence, and over the course of a eight week TV buy, why aren’t we spending all our social media capital driving home the core messages of the advertising campaign?
In the digital age, there’s value in marrying the quest for Name ID with an early appreciation for the power of repetition, repetition, repetition so well understood in conventional advertising.
Now: Press releases
Us: Target reporters and followers of news organizations on twitter. A strong open-rate on a email is about 30%. If you have important news you feel must be seen by key members of the press, why roll the dice when you can target them individually on their platform of choice: Twitter.
Now: Cable buys and local radio
Us: Cross screen deployments. TV alone leaves 33 million cord-cutters in the dark. And, the geographic targeting often leaves a lot to be desired. Take your video content online, and you open up a whole new world of granular micro-targeting that allows you to reinforce your message to a specific audience across multiple platforms.
There are countless examples of how persuasion strategies are evolving and changing. Brands and causes alike are well-served to take a broader view of the tools and tactics available and how an integrated campaign can better serve strategic goals.
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