watching paint dry | my biggest comms inspiration seminar | 29 september 2016
TRANSCRIPT
MY BIGGEST COMMS INSPIRATION: WATCHING PAINT DRY
Jenny SteeleBrand and content managerRoyal London Society for Blind People
Technology has allowed us to become more efficient, which for many of us means increased work load and a fast-paced lifestyle.
We are always connected with our various devices: - Laptops - Smartphones- Wearables
Here we have a little baby penguin that looks like it’s off on its way to work
holding a little briefcase and wearing a top hat.
WE’RE ALL SO BUSY
We are constantly being bombarded with so many advertising messages:
- Out of home advertising- Social media- Email - Text messages- In-app ads - TV ads - Radio/Audio - Newspaper - Digital media
A man is driving in his car with a mobile phone, sat-nav, radio and billboards are
everywhere outside. The amount of advertising is overwhelming.
THERE ARE SO MANY MESSAGES
Image: blog.at-edge.com/
We’re exposed to around 3,000 ads per day.
As a charity, we’re competing with so much noise for the attention of our audience.
MY COMMS INSPIRATIONWatching paint dry for three minutes.
“Life is really simple, but we insist on making it complicated.” ― Confucius
Ronseal Ad shows a man paint a fence with one coat over a three
minute ad break.
IT DOES WHAT IT SAYS ON THE TIN
Ronseal released a three minute advert showing a man paint his fence.
"OUR PRODUCTS WON'T CHANGE YOUR LIFE BUT THEY WILL HELP GET A DIFFICULT TASK DONE QUICKLY AND EASILY"
The campaign reached 35m on Twitter
#RonsealAdBreak created 558,136 engagements
Ronseal calculated that people spent
9,860 hours watching paint dry.
A cat is focused on something off camera,
and doesn’t blink despite its’ owner poking it in the
shoulder.
SLOW MARKETING HELPS YOU FOCUS YOUR KEY MESSAGE
Slow marketing allows you to focus your message.
You can give your audience quality, over quantity, of messages.
It gives your audience the time to focus on what you’re actually saying.
Nick Offerman sits beside a crackling log fire, drinking his
favourite whiskey, Lagavulin. He says nothing.
THE SIMPLICITY OF THE MOMENT
Diageo released a 45 minute video of Nick Offerman drinking his favourite whiskey, Lagavulin.
CONSUMING A FINE BEVERAGE IS ALL ABOUT SITTING DOWN AND SAVOURING IT, WITHOUT ANY INTERRUPTION OR DISTRACTION.
175 national stories about the video
840m media impressions
18k new YouTube subscribers
1m YouTube views in only two days
The video has almost 3 million views and is a real conversation starter
Stephen Colbert happily watches a film with 3D glasses on eating
popcorn.
FACETIME WITH YOUR AUDIENCE IS VALUABLE
Being able to engage your audience with less noise, and a concentrated, quality message is invaluable.
It allows you to give your audience the chance to slow down and be in charge of their own thoughts in the time and space that you give them.
Troy from Community sobbing his heart out, the caption reads, “My
Emotions!”
BUILD THE RELATIONSHIP
Slow marketing allows you to:- Put the consumer first- Communicate your
message simply - Build brand credibility- Create conversational
sustainability- Connect with your
audience emotionally
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
Ben from Parks and Recreation failing to understand everyone’s
love of Lil’ Sebastian the Shetland Pony. The caption reads: “I don’t
get it, at all.”
HOW SLOW MARKETING CAN WORK FOR RLSB
Our message is complicated.
Having to fit our story into a few words and seconds of someone’s time makes it incredibly difficult for us to connect with our audience.
We’re competing with each other, and we want to take ourselves out of the competition.
HOW SLOW MARKETING CAN WORK FOR RLSB
Having the space and time to tell a story can help us build an emotional resonance with our audience that is difficult and expensive to achieve with traditional advertising methods.
It will allow us to communicate our message clearly, and simply with the amount of time that slow marketing affords us, and bring about the conversation that needs to happen as result.
Captain America gets hit by a laser, the caption reads: “Right in the
feels”!
We will be exploring slow marketing techniques to fully take advantage of this unique mechanism.
Dolphins flying out of the sea into space from Hitchhiker’s Guide to the Galaxy, the caption reads: “So long
and thanks for all the fish”.
All gifs courtesy of giphy.com
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
29 September 2016
London
#CommsInspiration
My biggest
comms inspiration