Recently I attended a conference hosted by one of my clients, RE Today. And although I wasn’t able to stay for long, I did get the opportunity to sit in one one of the sessions. It began with all the normal introductions. And then a picture of some adorable kittens. Because as Lat Blaylock, editor of the eminently respected REtoday magazine and the presenter of the session asked of us:
“What seminar isn’t enhanced by some pictures of cats?”
Lat went on to demonstrate some excellent examples of children’s RE work and how the cats and kittens illustrated a story from the Qur’an, making that first picture relevant and current. It started me thinking…
How can businesses use popular trends to tell not sell their story?
You may have seen the new McVitie’s biscuit advert where we see a nervous student sharing his packet of chocolate biscuits, but instead of biscuits we see cute little kittens? Not only that, but McVities’s also offer an app that when pointed at a pack of chocolate digestives, gives shoppers their own virtual, Tamagotichi style kitten. McVities have see that if they have kittens or cats in their adverts they’ll get our attention; cats being the most viewed ‘thing’ online.
The offices of D&B are strictly ruled by our ‘office dogs’ but we get the cat thing!
So with trends, fads and the social media landscape changing so quickly how can the small business stay current and relevant?
So back to Lat’s question and whether his use of kittens to grab delegates attention was gratuitous! Been the consummate professional he had woven the kittens into the context of his seminar. And we should do the same. By all means look to current trends, fads and fashions but use them to support your business story, keeping your marketing messages consistent and clear.
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