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05.11.09 Reaching Your Audience By Letting Real People Tell Real Stories  By Danny Brown
The advertising industry is like many other creative industries at the minute. Advertisers are looking at new ways to reach their audiences as the print industry continues to suffer and new mediums challenge ad agencies to think differently. Some agencies are doing this better than others by letting real people tell real stories. Instead of going for a celebrity endorsement, Visa Europe opted to go with Brooklyn-based artist Bill Shannon as part of their Life Flows Better campaign. Bill was born with avascular necrosis, a degenerative hip condition that destroys the joints of a bone. Despite this, Bill has made dance his unique art form by dancing on skateboards and crutches. As Visa themselves mention when talking about Bill and his involvement in their ad: "Bill Shannon is for real, he isn't gliding along on wheelie shoes and he isn't a stunt man.The beauty of Bill's movement is as inspirational as it is mesmerising. The fluidity of his dance moves meant that it didn't take us long to realise that he was the perfect embodiment of Visa's flow campaign." So, Visa are saying that it's real people who matter. Real people, doing real things. Real people doing inspirational things every day through normal events. And it's working for them. Feedback is extraordinarily positive about Bill's involvement. Profits are up 35% since the Life Flows Better campaign began in earnest. Visa is being seen as a card for people. People that are also customers.
Make your customers feel like people and they'll talk about your product. Doesn't seem that hard, does it?  Comments About the Author: Danny Brown is the owner of Press Release PR, a boutique agency specializing in search engine optimized press releases and social media PR. He offers consultancy advice on social media and PR to both individuals and corporations He has guest authored at leading web and search marketing site Web Analytics World and is a blog partner of the WebProNews and iEntry business networks. He is also a regular contributor to the Dad-o-Matic project. |
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