Advertising goes interactive
Successful advertising means connecting with customers’ lives and as such advertising has always been a keyhole into the mind of consumers. Dinah Shore urging us to “See the U.S.A. in your Chevrolet” would appear woefully unsophisticated today. New to the mix these days are concerns about the environment and the economic storm wracking the planet.
These concerns show up in the pitches companies are making to pry loose consumer pennies that are being pinched very hard. New strategies are emerging beyond mere message and into new ways of using media to reinforce advertising messages beyond money or product and into lifestyle.
“On the green aspect of advertising, it’s beyond climbing on a bandwagon, it’s the cost of entry just for doing business these days,” said Darryl Ohrt, founder of Plaid, a multimedia multiservice advertising and communications firm in Danbury, Conn.
“People expect that of brands and of the businesses they are going to spend money with today, regardless of whether it’s GE or some mom and pop shop, it’s expected by the consumer that green is going to be given some consideration,” Ohrt said.
He said some companies have green products to sell, while for other companies “it might not be as large a part of the overall brand message, but it might be deeper into their philosophy.” Either way, Ohrt said, “It’s expected. It is no longer something we should do; it is something people expect is being done.”
“Our clients and this ad agency were going green before the economy went into
a tailspin,” said Jim Richards, president of the Richards Organization, a Westchester County advertising agency. “Going green was looked at as a noble thing to do, but the
economy has made going green an economic necessity.”
Richards said nobility has now coupled with a new reality. “No one has backed off a going-green initiative because of the economy even though some have long, long-term paybacks,” said Richards. “But there is a new economy-driven urgency to develop green projects with short and even immediate paybacks.”
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