Keeping Brands Secure in Insecure Times
ADOTAS EXCLUSIVE — I grew up on a farm. When I was little, my dad got a new Massey Ferguson tractor, and I got a new Massey Ferguson hat from the dealer. My dad used to joke that it was a very expensive hat that happened to come with a free tractor. I loved the hat, and loved Massey Ferguson. When I was little.As I got older, I put in a lot of hours on that tractor, and grew to detest it. It had problems in deep sand, and we had a lot of deep sand. It ran hot. And there were other reasons to dislike not only it, but tractors in general: You see, in my teenage years, a tractor didn’t conjure, for me, idyllic scenes of American agriculture. Amber waves of grain, and all that. A tractor meant very real, very hot, and unbelievably dusty days, pulling a disc harrow through never-ending orange groves. I’d rather have been surfing, or hanging out with my friends. The little kid magic had pretty much worn off.
The year before I left for college, my dad started thinking about buying a new tractor. He wanted to try a European brand that had just entered the Florida market. It was called SAME, and was manufactured in Italy, I think. (SAME is still around, and now a part of Deutz-Fahr.) He had one delivered for a test drive.
The sight of that thing, alone, irritated me. We were supposed to be a Massey Ferguson family, weren’t we? Suddenly, I was eight again, defending my loyalty — for a tractor, of all things — against some upstart interloper. It shouldn’t have mattered to me. I was leaving for college. I wasn’t even going to be around to use it. Still, “You want to test it?” I thought. “Fine, I’ll show you a test.”
I took the SAME to a part of one grove that had sand so deep I could never pull a harrow through with the old Massey. I engaged the harrow, and drove in, using a gear I knew was too high. The wheels began to spin in the sand, and instead of gearing down, I let ’em spin. I buried the thing to its axels. It took another tractor to pull the SAME out. The next day, my dad ordered a new, bigger Massey Ferguson.
Kind of a funny story. But what in the world does it have to do with interactive advertising? Glad you asked.
Think back to that tractor hat, for a second. How much do you think a branded hat, given to a 7 or 8-year-old boy, influenced that 17-year-old’s decision to bury the unworthy competition? I think: A lot.
Next question: How is the tractor hat different from giving a customer a branded digital…something that makes their life just a little easier, and connects them with your brand? Not much, in my opinion.
We can make pixels do just about anything. We have a gazillion new ways to shout our message from the rooftops. But it’s becoming more clear every day that shouting isn’t as effective as we once thought. Nor is making pixels dance, just to see them dance.
But if you can give a customer something personal, and useful — something that solves a problem, and in the process, connects that customer to your message — you’re forging a relationship.
Of course, the things we make today are vastly more complex than the things advertisers used to rely on. At least, we tend to think they are. They’re certainly more tech-driven, and interacting with them is a more intricate process. But from where I sit, the best, most successful things we make have an awful lot in common with that tractor hat. Because they’re built to provide useful, personal, human interaction — and in the process, forge a relationship between the brand and the customer.
No comments yet
Leave a Comment
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- Industry Veteran Simon Hayhurst Joins Rocket Fuel as SVP of Product and Business Development December 9th 2013 REDWOOD CITY, Calif., December 9, 2013 (ADOTAS) — Rocket Fuel Inc., [...] more »
- New Searchmetrics Solution Restores Keyword ‘Not Provided’ Data Taken Away by Google December 9th 2013 NEW YORK, December 9, 2013 (ADOTAS) — Searchmetrics has [...] more »
- Survey: Facebook is the Most Trusted Review Platform Over Pinterest, Youtube and Twitter December 9th 2013 NEW YORK, December 9, 2013 (ADOTAS) — A new [...] more »
- Bazaarvoice Introduces Authentic Reviews Trust Mark to Help #EndFakeReviews December 9th 2013 AUSTIN, Texas, December 9, 2013 (ADOTAS) – Bazaarvoice, Inc. (NASDAQ:BV), [...] more »
- UPDATED: Twitter Officially Launches Tailored Audiences Program December 6th 2013 ADOTAS – Twitter brought its tailored audiences ad program out [...] more »
- veeseo Launches Speech-to-Text Content Recognition Engine for Video Advertising December 6th 2013 ADOTAS — Video marketing company veeseo announced this week a [...] more »
- Today’s Burning Question: Massive Hack Attack Reaction December 5th 2013 ADOTAS – Today we’re featuring reactions from industry leaders to yesterday’s [...] more »
- Media Consolidation Is Revolutionizing Marketing December 9th 2013
- Google’s Disavow Tool: The What, Why and How December 9th 2013
- Making Holiday Marketing Magic in 2013 December 6th 2013
- 5 New Video Ads You Should Watch Right Now December 6th 2013
- How Interactive Video is Helping Brands Engage with Their Customers December 5th 2013
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Publisher Services Manager
- Social Media Manager (Part-Time)
- Social Media Manager
- Text Marketing News December 6, 2013 | Text Marketing Companies: [...] veeseo Launches Speech-to-Text Content Recognition Engine for Video … – ADOTAS [...]
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack: [...] — In response to Today’s Burning Question about reports of the latest major cyberattack,
- Zimmerman Advertising Has What White Castle Craves – ADOTAS | Zimmerman News: [...] more here: Google Zimmerman News In [...]
- Online Video Quality Matters More Than You Think | Video Industry | OneScreen: [...] so. In fact, branded videos are getting shared 50 times more in 2013 than