It’s rough out there. Right now, there are countless brands
shouting and wildly waving their virtual hands 24/7 for
attention. It’s noisy; it’s unrelenting; it’s war.
We’re knee deep in it every day–firing off social posts, video
releases, or live activations. It’s fun, but it’s a delicate
balance. To get it right, you must walk the line between
attention and oversaturation. You need to follow but not stalk,
be compelling but not crude. It might take ten right moves to
win, but only one wrong move to lose it all.
Tom Lorenzo, Vice President of Creative at Situation, asked members of his team for their
strategies to emerge victorious in an attention war.
DETERMINE WHAT YOUR AUDIENCE CARES ABOUT
Stephanie Sciandra, Senior Creative Strategist
As marketers, we can’t be naïve to the fact that we’re
fighting for a sliver of an already minute share of consumer
attention. There are things people truly care about: Family,
friends, hobbies, and careers. The more we create valuable
content and experiences around those things, instead of
disrupting them, the better off we’ll all be.
HUMAN CONNECTION DRAWS US IN
Eric Smith, Senior Creative Strategist
Find ways to nurture attention by using short-form segments
to tell a longer-form story. Humans of New York on Facebook is a great place
to check out for inspiration. Though it started as cool
photos with short captions, it has evolved into 11-post epics
that dive deeper into the lives of the subjects and create a
real human connection. And isn’t that what we’re all seeking?
KNOWLEDGE IS POWER
Chris Powers, Executive Creative Director
Use each interaction as a way to learn as much about your
audience as they learn about you. Find ways to incorporate
that knowledge in a way that benefits and intrigues your
consumers. And above all, tell a little more of your story
each time. Your communications become more welcoming and
inviting. In time, consumers will seek you out. You won’t
just win the war; you’ll find yourself in a relationship.
MARKETING IS EASY; COMEDY IS HARD
Kevin McAuley, Junior Copywriter
Break out some punderful wordplay and don’t take yourself too
seriously! Nothing stays with a person like chuckle-worthy
content, especially on a Wednesday that’s feeling longer than
a Republican Primary Debate. (Wocka! Wocka!) So loosen your
proverbial necktie and let the blood flow to your funny bone.
Your customers will notice…they might even laugh!
THE ART OF HIERARCHY
Fern Lim, Designer
Design is about beauty and style, but its real power comes
from the hierarchy in which it’s presented. The hierarchy of
elements within our work is critical not just to capturing
attention but also to ensure the right message is being
delivered. To win the attention war, you need to understand
how consumers view your work–from their scanning patterns to
inherent layout preferences–then use this insight as the
foundation onto which you apply beauty and style.
#AttentionParadox. This article originally appeared as part of
the agency’s publication, SITUATION.