Message in a pocket?

2009 Loeries Z-Card: effective or not?click to enlarge

2009 Loeries Z-Card: festival weekend event schedule.click to enlarge

2009 Loeries Z-Card: map of Cape Town CBD with Loeries venues highlighted.click to enlarge

The question has long been debated and still remains - which platform will engage consumers so that they absorb and understand the advertising message?

We know that TV is far-reaching and gives the impression of 'successful brands' simply because they're on the screen, inside the home. Radio is just as compelling, drawing the listener into its world. But how can you guarantee that your specific consumer is watching or listening at that very moment? DVDs and CDs give a quick alternative to people bored with radio and TV ads.

What, if anything, do consumers do with pieces of communication? Do they drive straight past without absorbing the message? Do they fling the flyer into the bin without reading it? Or, do they engage with it, understanding and absorbing what advertising creatives and brands deplete their budgets on trying to get across?

A sure-fire solution to effectively getting your message across is to make sure that the message is contained in something that adds value to the life of the consumer. Something new and exciting that's also results-driven.

The bottom line is about cutting through the noise of daily messages by delivering compact, concise communication which can be frequently referred to. There's no better solution than non-intrusive media, as consumers chose to retain the information, rather than having it forced upon them.

The trick is to feed consumers not only what you want them to consume, but to add in a little something tasty. The key is innovation. Look for ways to break through the infamous clutter, bring the brand directly to the consumer, and offer the accounting gurus better returns on investment.