Transe Express Performing Mischievous Bells at Festival Opening
It is currently the season for the Melbourne International Arts Festival, which is the city’s most internationally oriented showcase of its vibrant and diverse art scene. Major roads in Melbourne’s city centre are festooned with its characteristic purple and white banners, flapping on flagpoles in the wind. At many of the busy street corners like Swanston and Flinders Street, one can also find the festival posters pasted on billboards, tram-stop shelters and other public places.
By adhering to a strong thematic design aesthetic that is woven through all elements of the festival’s brand touchpoints, the Melbourne International Arts Festival has embraced the principles of Integrated Marketing Communications or IMC. Through this, it is able to reinforce awareness, recognition and interest across multiple platforms by applying a consistent message through both visual and textual means. This is important for a short-lived (17 days) event, and requires significant investments to gain the greatest amount of visibility in the most cost effective way.
Like peacocks, we all have our pride (beautifully shot by ClaraDon)
There is nothing worse in the marketing rulebook than to humiliate one’s potential customers. Or to make them look or feel inadequate, insecure, or just plain stupid.
Often, these outcomes are unintentional and accidental, but they result in an eroding of a company’s goodwill and trust amongst its customer base. They also result in negative word-of-mouth, which is an affliction that can result in untimely corporate morbidity.
It is the ability to act according to one’s whim and fancy, whenever and wherever one feels like it. It is the availability of multiple choices which offer varied sensorial experiences, steeped in delicious decadence. It is about being able to savour the moment, untouched by the ravages of life.
Context helps one understand where and how consumers purchase (Russian Market in Phnom Penh, courtesy of Larpoon)
We have all been caught in the wave one way or other. The rush towards speed and efficiency in business – partially abetted by the global craze over social media – has led many to forget about the foundational strategies of marketing. There is such an emphasis on tactics (10 ways to be richer, 7 tips to make your wife happy, 15 of the most important ideas in social media marketing…) that people forget about that all important factor.
An extreme example of sex selling in NYC (courtesy of lickyoats)
The unassailable growth of consumer clutter has led to two things for marketers to consider.
The first is the need to conceive increasingly innovative and creative ways to attract attention. Most of which are so “In Your Face” that your senses have to be incredibly inured to ignore them. Witness how the outdoor advertising environment has blossomed significantly in the past few years, as well as the rise of online ads that not only pop up or pop under, but also animate themselves, generate annoying noises, and just plain irritate the hell out of you.
Like almost everyone else who doesn’t don a skirt, I have watched Transformers 2: Revenge of the Fallen recently. The action was fast, furious and catered specifically for hot-blooded males of any age. After all, gigantic alien robots and Megan Fox is sure to draw the attention of the Y chromosome.