When a fancy waterfront restaurant was opening soon in Buffalo, the smaller, nearby, homegrown restaurants, including Garcia’s got worried. For just $20,000 Garcia’s hired a scrappy ad agency to create a campaign around which everyone was sworn to secrecy. It got the town talking, won an Obie and, on a momentous day, pulled an eager crowd to their restaurant. Perhaps you, too, can pull customers into your place of business, using the same penny-pinching, conversation-based and conversation-provoking campaign elements…..
Design your campaign to be:
Begin with a specific, situation-based question, directed - not at the masses – but to a person, thus involving us.
Use few words so that:
• You have honed down to your simple, core story, making every word count.
• The message (typeface) can be large and easy to read
• More people will pay attention to a “quick read.”
Tap into a universally-felt emotion via a familiar situation feeling. In this case, love and courtship.
Craft lines of conversation (rather than ad copy) from distinctly different personalities to:
• Evoke a voyeuristic sense of eavesdropping is extremely hard to resist.
• Make us feel we’re a part of a real, unfolding story.
Don’t give too many details at a time so they can fill the rest in from their memories and imagination – and want more.
By releasing a detail at a time over time (whether on a billboard, email or online) you heighten anticipation – just like the classic Burma Shave billboard campaigns.
May them want to see how the story ends.
Give them a way to participate – and bring friends to share the experience.
By the way, you could use the same elements to involve attendees in the multi-sensory moments of the unfolding story of your conference or other event.