How to Get More Attention

Don’t be boring.

Easy to say… harder to do. It takes an innovative idea backed by passion, determination and a willingness to take risk. Here’s a company that did just that.

Join me for a look at this groundbreaking advertising event dating back to the glory days of advertising… 1955.

Ad-man Bruce Baker, representing Quaker Oats, had a genius idea that tapped into hopes and dreams of over 21 million children. They offered them chance to own a piece of real land in the Yukon, “The Big Inch.” One legally subdivided square inch of land from the “Klondike Big Inch Land Co.” Land deeds were inserted into cereal boxes as a giveaway. Children across America had a unique chance to feel the pride of being a land owner, the hope of adventure, and the dream of striking it rich in the Gold Rush. The memory of this event lasted well into many adult lives, some even traveling to the Yukon to see their land later. Here’s the Deed of Land:

Download the actual ad seen in the Seattle Times.

Quaker passed up an opportunity to invest in their brand long term. Those that did travel to the Klondike were disappointed to find their land was sold (legally, as written on the back of the deed). Although the campaign did offer real dreams for children, it left some adults feeling played. It wouldn’t have cost much to keep the land and could have won the loyalty of those once true fans.

How can BIG IDEAS work for a small business? A conservative large business? Consider the following when assessing your marketing activities:

Are you tapping into the dreams of your target audience? Or are you just communicating “this is my product/service.” What do you know about your clients? What are those untapped dreams that you could align with your brand? Have you asked your clients? If exciting isn’t on brand, you can never go wrong with highly relevant. Who would have thought children would like to own land?!

Are you playing it safe? One sure way to get lost in the millions of messages we see each day is to be the same as everyone else. How is your company or product different? Is there a new exciting way to generate awareness? Engage your audience? What would it look like if you lighten up and make contact with your company more entertaining? When I think of companies who are struggling with their marketing efforts, they are usually trying to be “professional.” It’s a generic untargeted approach that sadly works against the best of intentions. Professional AND innovative can be achieved… it just takes a little more effort and a willingness to try.

And my favorite question, how can you integrate your on and offline marketing? Is there existing free content online that you could use… that you’re “leaving on the table?”

Learn more. Watch the documentary “Cereal Thriller”

Open Discussion:

Was it a reasonable expectation to hold the land? Or, was it enough to instill a dream? What are your thoughts?

Have you seen a successful groundbreaking campaign or idea in your industry?

Joanne