Seek Out / Keep Out February 25, 2006
I just read a really interesting post at just a blip, Baba Shetty’s blog. Although the point he makes references the ad industry, it’s something that should be applied to all of our marketing efforts and creative endevaours. Create something worth seeking out.
When we were at Fallon together David Lubars used to explain the logic of BMW Films with the phrase ’seek out’. As in, ‘what if we reversed the polarity of advertising and created stuff that people would seek out.’ I always thought that was pretty good.
So I’m going to do an open source thing with David’s phrase — I’ll add the ‘Keep out’ part as the flip side of it. It’s really the two sides of the coin that describe the dominant media behavior of the era. Consumers today can be more purposefully intentional in their consumption of products, services and media by seeking out – via search, online recommendations, endless browsing, and subscribing to content or people networks. But simultaneously they’re filtering out of their field of attention everything they don’t want — via DVRs, the ‘do not call’ registry, spam and popup filters, noise-reduction headphones and iPods. And of course the biggest filter of all, the simple refusal to pay attention to anything that isn’t useful or doesn’t delight.
Simple enough proposition. Either create something worth seeking out, or you will be kept out.
- Posted in : General, Marketing, Idea Generation
- Author : Travis
Comments»
no comments yet - be the first?