Succeeding in a world of floam
- Sat, January 13 2007
- Filed under: Marketing essentials
Young kids who watch Nick Jr. loooove floam. My youngest screams “buy it!” whenever she sees the ad, which loudly features the 800 number for ordering via credit card - though you must be 18 years old to place the call, the advertisers caution. That only adds to the cache of floam, of course. My boss Bill’s daughter said to her babysitter, who had just turned 18, “You’re 18?! You’re so lucky! You can buy floam!” The ads start in black and white, showing a bored kid, who then acts shot through with adrenaline when floam comes into the picture and makes the world four-color, fun and fabulous. It’s shallow, it’s tacky, but it sure works for the audience.
I look at floam everyday because my daughter made a frame of floam just for me at a friend’s house, and it sits on my office desk. Floam, while energizing to her, sometimes makes me feel tired as a marketer. There’s just so much floam for grown-ups out there—so many well-funded, loud, tantalizing ad campaigns everywhere. In a world of floam, what’s an underfunded nonprofit to do?
Plenty, of course. Cut through floam with substance. Compete with completely unusual channels of communication. Connect to core audience values.
This week, I’m going to highlight some winners in a world of floam. For today, check out www.kiva.org. Great substance, incredible immediacy, personal connection.
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