Why Consumers Want To Be Marketed "With" Not "To".

Go-To-Market Shenanigans (#004)
Welcome back. We have a lot of thoughts to catch up on since we last spoke! I went into mental hibernation while preparing for a Ted Talk; that’s beside the point, though; we’ll talk about that in future newsletters.

I appreciate all comments, questions, and gestures recently. Please keep them coming!

Today, we are going to discuss the following:

• Marketing 😳: The Future of Marketing Is Interactive, So Why Aren’t We Marketing Interactively? (Stop this madness!)

• Advertising 🎥: Embrace The Rule of Three 
  (It’s so simple, and that’s literally why it’s effective.)

• Product ⚙️: Vertical Pockets On a Hoodie? (I’ve never seen this approach, but I’m here for it.)

• Health & Wellness 💪: Your Toes Want a Workout, Too.
  (Toe workouts are slept on.)

• Links For The Week 🛜: You Gotta Checkout This Netflix Doc (Vinyl just hit different.)

• Tunes 🎶: Here’s our go-to track for the week. 
  (Great for wholesome walks in the park.)

• Wisdom 💭: Understanding Who You Are.
  (Some wise words to live by.)

Marketing 📈
The Future of Marketing Is Interactive, So Why Aren’t We Marketing Interactively?

Dear Trailblazers of Tomorrow,

I’m honored you’re tuning into this brain blast. And yes, I did start this with a "Jimmy Neutron" reference because why not? And I did use ‘and’ to start a sentence. And I did it again because this is my newsletter, and there are no rules, only suggestions.

Speaking of suggestions, when was the last time you were thrilled to get a sales call? Exactly. Unsolicited marketing feels like that one relative who talks your ear off during family gatherings. And let's not even start on political campaigns that seem to live in a parallel universe where "Do Not Call Lists” are mere suggestions. I mean, seriously, I’ve unsubscribed from EVERYBODY like five times. See, I told you we’d talk about suggestions.

This brings me to my point or a piece that is at least aiding it; my friends told me I need to get to the end with some of these newsletters, so here’s me taking suggestions. Remember the Super Bowl ad that didn’t suck and, in return, sucked you into an interactive experience? That was no accident. Brands like DoorDash and CeraVe aren't just talking at us; they're inviting us into a story, a journey we're all curious to join. It's the stark difference between a monologue and a dialogue, and folks, I hate to break it to you, but the dialogue is winning.

Speaking of winning strategies, let’s have a dialogue about CeraVe's Super Bowl stunt again. They didn’t just create an ad; they partnered with dozens of influencers to stoke online rumors around Michael Cera’s potential connection to the brand. This wasn't just marketing; it was marketing integration, with influencers as the trusted ones sparking truthful rumors and creating pointless buzz; it was just enough to get us thinking, hmmm, is somebody really doing that? It's marketing 'with' at its finest, proving that the right voices can turn a campaign into a conversation.

Speaking of conversation, let’s discuss how political campaigns are like that friend who doesn’t get social cues. They bombard us with messages, ignoring the very principles of marketing engagement we hold dear. If only they’d take a page out of the interactive marketing playbook, election seasons might be less of an unsolicited marathon and more of an engaging sprint. I mean, it doesn’t all have to be polarizing, right? My buddies and I won two collegiate elections running off the idea that we would get Bird scooters on campus; I mean, c’mon. Give the people what they want!

This brings us to our challenge. How can you, the brilliant minds shaping the future, create campaigns that are seen and felt? That captures attention and holds it, turning passive spectators into enthusiastic participants. Let's craft experiences that invite our audience to dance, laugh, and engage in ways that leave them saying, “Remember when...?”

When you run an advertisement in conjunction with a real-life stunt, campaign, or sales strategy, you create an interactive experience and hold a conversation. Next time your marketing team tries to tell you that you can’t track creativity, ask them how many eyeballs they captured and what they did with them. Crickets…

As we wrap up this electrifying call to arms, remember that boredom is the marketing sin we must all vow to avoid. Let's pledge to keep our audiences intrigued, engaged, and eager for more.

Stay bold, my friends.

P.S. In a world where every brand is vying for attention, be the one that earns a place in the heart. Let’s make marketing memorable, shall we?