Usually, advertising takes.
Pre-roll videos, radio and TV spots, print ads: they all interrupt or delay what people want to see or hear. So, by their very nature, those types of advertising take.
They take the audience's time. They take their attention. They can even take the momentum and enjoyment out of the entertainment experience.
But what if advertising were used to give?
Here’s an example.
About 97% of people are not in the market for a new vehicle at any given time. And because Americans own their cars for an average of 6.5 years, most drivers won't be looking for new wheels anytime soon.
Yet, radio and TV commercial breaks are filled with car dealer spots, sometimes back-to-back. And so often, the “take-oriented” message in those commercials is about price or specific vehicles - information that will no longer apply when the majority of the audience is actively shopping for a new car.
So, what if a car dealer were to use his advertising to provide unbiased advice on purchasing a new vehicle?
Or tips on how to keep your current vehicle running its best?
Or the six steps to maintaining your car’s paint job?
Or a few facts that would help you choose the right engine oil?
Or suggestions for cool weekend road trips?
Or specific examples of how buying an American-made model benefits you and your community?
Or stories of how the dealership has gone above and beyond to care for their customers over the years?
Oh, and, by the way, “please think of us when you need a new car.”
What if that car dealer used his air time and ad space to focus on you, rather than himself and his products? To give you valuable information? To prove to you over and over again that his company is worthy of your trust? To build - in a way - a relationship with you?
Not only would you come away from that advertising a smarter consumer, you might develop a fondness for the company responsible for it.
As a marketer, you can't change the interruptive nature of certain channels, but you can change your content - from self-focused to audience-focused; from taking to giving, with the goal of creating a valuable, long-term role in the lives of your audience.