The Volkswagen “Think Small” ad, eventually voted the best campaign of the century by Ad Age, was the first in a series of ads by Bill Bernbach that broke away from traditional ad formats. In one of the first Mad Men episodes, the characters dump on the ad because it didn’t show the product and didn’t use the whole ad space. It wasn’t the traditional way to advertise. But it was working. Bill Bernbach and his company, Doyle Dane Berbach (DDB), revolutionized the way we advertise today.
Mobile advertising is the new DDB. Figuring out a new way to break through the noise and convey value in small packages. When you consider that 91% of people always have their smartphones within arm’s reach and half of those who see offers on their devices can recall the brand, you should be excited for this new opportunity. You should be asking, how can I leverage mobile advertising to reach more of my audience, to interact and build relationships in a new way? Challenging the status quo is what helped DDB create the best advertising campaign of the century. And it’s this kind of thinking that can take your event to a new level.
So where do you go from here? You talk to your event sponsors. Pitch them on the idea of a more integrated approach to advertising at your event. Instead of just leveraging print and signage, they can include mobile advertising options that you’re able to track at a level that’s simply not available otherwise. Remind them 42% of people click on mobile ads, and 27% will contact the company. This is a new way to help them generate leads, win more business, and extend the reach of their brand before, during and after the event.
I know creating a memorable event experience is important not just for attendees but also exhibitors and sponsors. And being innovative in all aspects of the event experience is the key. Help your partners stand out the way DDB helped Volkswagen. The advertising dollars are there, I promise. In fact, eMarketer predicts mobile ad spending to be up 80% over 2011. Gartner expects the rate of spending growth to at least double in the following years. And when you’re able to offset the cost of a mobile app for your event, conference, or convention with mobile advertising, you’ll look like a hero to your boss and CFO.
You have big ideas. And now, you’re able to wrap them all up in a small package that attendees can hold in their hand. Honestly, don’t take my word for the fact that mobile advertising is taking off. Read why the Marketing Manager of Seattle Science Festival said, “The app sells itself and sponsors will pay for it.” And when you’re ready to pitch sponsors and exhibitors on mobile advertising, we’ll be here to help with mobile advertising comps so you’re really able to sell the value!
Image from: http://www.flickr.com/photos/erikcharlton/