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Why Brands Should Rethink Marketing Approaches
In a world where consumers have unprecedented control over what they watch, the traditional idea of advertising is increasingly falling flat. Creative veteran Tommy McCubbin argues that many brands have succumbed to 'lazy marketing'—a term he uses to describe their reliance on short advertisements instead of developing engaging, long-form content that captivates audiences. As the founder of Showstarter, McCubbin champions a new approach: brands as entertainers, not just advertisers.
Long-Form Entertainment: A Game Changer
McCubbin believes that by shifting focus to long-form entertainment, brands have the opportunity to engage deeply with their audiences. Rather than bombarding them with short ads that get skipped, brands can create shows that resonate on an emotional level. This concept was exemplified when Showstarter produced the 'Australian Football Fan League' for Sportsbet, which attracted over a million viewers. The success of such shows indicates that when brands deliver genuine entertainment, consumers willingly engage with them.
Building Authentic Connections
The move towards long-form content allows brands to foster authentic connections with their audience. As McCubbin highlights, great storytelling, well-researched content, and talent can drive successful production, regardless of a brand's budget. By understanding audience behavior and filling entertainment gaps, brands can create content that isn’t merely about selling but about enriching the viewer's experience.
The Step-by-Step Process: Concept to Culture
Showstarter's unique methodology, termed 'Concept to Culture', actually provides a roadmap for brands to successfully transition from traditional advertising to meaningful storytelling. The process begins with an audience analysis, highlighting themes and opportunities unique to them. The result? Targeted content that speaks to the viewers' interests—bridging the gap between entertainment and marketing.
The Future of Marketing: Entertainment as a Core Strategy
The marketing landscape is undoubtedly changing, with consumer preferences shifting towards content that entertains and informs. McCubbin's vision for ambitious brands is not just about gaining short-term engagement; it’s about creating an ongoing platform that attracts viewers long after the initial interaction. In an age marked by information overload and shifting attention spans, brands willing to invest in creative storytelling have the potential to redefine their narratives and reinforce their cultural relevance.
Take Action: Transform Your Brand Today
As a small business owner, rethinking your marketing approach could drastically alter the engagement and perception of your brand. Consider exploring long-form content strategies as a way to connect with your audience on a more personal level. By embracing the vision of brands as entertainers, you can create meaningful interactions that cut through the clutter of traditional advertising.
Leverage the influence of platforms that facilitate this transition, and start building a brand narrative that resonates with your audience and challenges the status quo of marketing practices.
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