Why Advertising Can Be Like Stepping On A Plug
It was a morning like any other.
I’d been woken by an over enthusiastic one year old who was insistent that 5:30am was the perfect time to get up. I tried to explain to him that technically it was still the middle of the night, but it didn’t wash.
So, after fetching his milk and handing primary care duties to my equally bleary-eyed other half, I stumbled around attempting to drag myself into the shower.
I grabbed a towel, headed for the bedroom door and BAMM! I stepped on the plug of the hairdryer – prong side up.
My one year old found this hilarious. I found it excruciating.
After a cursing to end all cursings, I hobbled into the bathroom and got in the shower.
Standing there (on one leg), I began to think…
That plug was there all along.
It had been lying there for days, sometimes hiding beneath a sock but mostly out in the open. And I had been completely oblivious to its presence.
To get my attention it had to make an impact.
Now imagine that plug is a small brand. Around it, a sea of larger brands masquerading as a wardrobe, a chest of drawers or a bed.
I know those brands exist because I can see them clearly.
Every day they’re around me, in my face and I willingly interact with them – sometimes without even thinking about it.
But the small three-pronged brand was out of sight.
Shadowed by the big boys.
Completely off my radar.
Until one day…
It made a big impact on me.
The moral of the story is this:
If you’re a brand with a limited marketing budget, getting yourself in front of your target audience can be pretty difficult.
Especially when everyone around you is bigger, taller, wider and bolder.
So when you do have the chance to interact with them, don’t waste the opportunity to make a big impact.