MinorElement

Sometimes the best tactic for getting someone to pay attention to what you have to say, is saying nothing at all. It’s a little counter intuitive to think if you want to get someone’s attention and hold it you need to be quite, but that’s exactly what Geico chose to do.

British essayist Walter Bagehot once said, “An inability to stay quiet is one of the conspicuous failings of mankind.”

This commercial brilliantly illustrates how successful a message can be when you show your audience something unusual and don’t say a thing.

Tweet MinorElement

Businesses are always looking for innovative ways to connect with their consumers. In this day and age of integrated marketing communications and technology innovation it’s easier than ever to loose sight of what really matters most. Great marketing ultimately comes down to telling a story that captures a consumer’s imagination. Product features are important, but they should always serve the message…never the other way around.

John Kotter, a Harvard Business School professor and author once said, “We learn best—and change—from hearing stories that strike a chord within us. Those in leadership positions who fail to grasp or use the power of stories risk failure for their companies and for themselves.”

This commercial brilliantly illustrates how successful a message can be when a company quits focusing on the features of a product and begins to concentrate on understanding how their product impacts its users. The world is waiting for a good story, what story will you tell when you step up to the mic?

This commercial does a great job connecting with it’s audience, and it captures the emotions that inspire everyone dig deeper. What’s really remarkable about this spot is that it came out of the mind of a college student who was able to keep a firm grasp on the power of inspiration. At the end of the day isn’t that what its all about anyway? Great marketing puts your audience in the moment and inspires them to be better.

Carl W. Buechner once said, “They may forget what you said, but they will never forget how you made them feel.”

Tweet MinorElement