The home is suddenly a new territory for brand marketing. Direct-marketing methods may seem familiar to us, but technology, media and lifestyle changes now call for entirely new in-home strategies.
The home is where the consumer’s attention is most fragmented. Responsibilities and distractions can prevent concentration on media that deliver brand messages, and these media are already under pressure. For example, there’s the fragmentation of the television audience and the effects of digital video recorders like TiVo -- plus the cannibalization of television by the Internet.
But direct mail, catalogues and FSIs -- these brand points actually can command more mindshare than a 30-second spot, because there is a powerful element of “shopper initiative” involved. One recent study noted that the percentage of adults using inserts to make shopping decisions has risen by more than 13 percent since 2004, to nearly six in every 10.
Start with a stellar creative strategy; employ cutting-edge imaging technology to make the materials compelling; engage workflow management to deliver multiple versions economically, quickly and consistently; apply CGI and animation magic to leverage the power of images across new media … now you’ve amplified shopper affinity before that shopper has even left the house.
This is brand point management.
Schawk understands how to create at-home brand points and how to create synergy with other brand points along the shopping cycle, all the way to the store shelf. We combine research, ideation, design and deep cross-platform premedia expertise to generate brand points that are powerful – and welcomed. Home is where compelling and consistent brand point experiences start.