ew things move faster than the world of advertising. If a brand can’t keep itself up-to-date and relevant, it sounds a death knell for the product in question, no matter what it is. Sure, some things are easier to sell than others (we’re looking at you, toilet paper), but most products have to find a way to stay fresh, compelling, and memorable to consumers.
And some brands take the “memorable” aspect of advertising to lengths unseen.
Whiskey River Soap Co. is such a brand. With colorful bar soaps and wit to spare, this company is determined to make sure its customers stay clean, and laugh along while they banish dirt.
The fast-paced world of advertising seems like it never sleeps.
It doesn’t matter what the product is, if someone’s selling it, there’s a good chance we’re being bombarded with promos about it. Advertisers pay big bucks to make sure consumers are hearing about, seeing, and spreading the word about the next big thing. It’s an eternal competition to win over the public and convince everyday shoppers they can’t live without a certain something.
It used to be that our exposure was slightly limited.
While advertising is constant, it used to be restricted to TV, billboards, and the occasional radio spot. If you didn’t like it, turning off the TV was pretty easy to do. Brands were still eagerly competing for our attention, but there was a fighting chance we could choose to shut it all off for a few minutes.
Social media has made advertising ever-present.
Internet changed the marketing game forever. TV and billboards were still a means to reaching consumers, but online branding was an entirely different animal altogether. Suddenly, pop-up ads infiltrated our lives, and any chance we had to block out the noise while we worked, gamed, or chatted with friends was next to zero.
Because the market is now oversaturated with ads, it makes standing out even more important than ever.
What’s a brand to do to cut through the noise? Well, these days, it takes a great idea to run ahead of the pack. If you’re a company who has the funds, sponsoring the half-time show at the Super Bowl is one way to go. But for everyone else, it takes creativity.
Heading down the tech-gimmick route is always solid (iPhone X, anyone?). If a futuristic product seems ahead of the curve, consumers are all over it.
But what about the brands out there reinventing the wheel?
If you’re a company selling something that doesn’t fall in the “new technology” category, you have a tougher road ahead. There are only so many ways a brand can present paper towels, milk, and everyday pantry staples in a fun, new light. It’s stuff we all have to buy, but to reach for that brand, the advertising has to be smart and eyecatching.