Information is the key to engagement

Share this article:
The only thing I hate more than being handed something on the street by someone I don't know is being asked during my lunch break (usually en route to my favorite sandwich shop) to stop and save the world by signing a piece of paper on an overly chipper early-twenty-something's clipboard. This type of overt, intrusive marketing can turn me off to even the most benevolent cause or event being promoted.

On the contrary, a well-produced and well-delivered piece of interesting information can pique my interest in something about which I was previously unaware, apathetic or even mildly disinterested. This weekend I found myself watching episodes of HBO's 24/7, a weekly miniseries that profiles the training of two high-profile boxers for the final month leading up to their match, which, naturally, will be televised on HBO pay-per-view the day after the final episode.

For a DMNews column I'm putting together, I contacted a few industry sources last week about the importance of providing informational content to boost engagement with a brand and drive sales. It occurred to me while watching the episodes that HBO has obviously perfected this tactic because, while watching, I was unaware I was knee-deep in a marketing tool. Before Friday, I couldn't have picked Floyd Mayweather or Juan Manuel Marquez out of a lineup, but there I was, completely engaged with both men and even making predictions as to who would win the fight and why, all due to the interesting content being provided.

Had I known that my Saturday night plans were going to fall through as they did, I most certainly would have paid for the fight, something I have never done before, and it would have been due completely to content that I thought, at first, was just entertainment for entertainment's sake. 
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in The Inside Scoop Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...