Blog
Finding “Who Cares?”
Welcome to my first blog. Though I doubt it will be quite as exciting or memorable as my first kiss with Susie Wicklund at Trout Lake Camp (a “one and done,” I never saw her again) hopefully it will be a longer, more interesting relationship. And not turn into a “blah-g!”
As an agency creative director, I’m by nature more visual and less wordy. Lucky you. After 30 years in the advertising and branding business, I do think I have a few insights worth sharing but I’ll keep them brief so you can get back to your “LOST” episode updates quickly. (Then maybe you can help me figure out who John Locke really is and what his purpose on the island might be.)
One thing I am sure of is that today’s crescendo of marketing messaging and their sources is immense … and will only get bigger. Meaning the struggle for audience attention will only get harder. So how will smart marketers be seen and heard? Not necessarily by being the most artistically pleasing, cleverest or the loudest. That’s relatively easy to do. The hard part, and not coincidentally the most important part, is finding that “thing” prospects and customers really, really care about, then are willing to invest their valuable time to learn more about.
Today, effective advertising isn’t as much about finding the “hook” as it is about finding the “who cares?” (hook heirs?)
The kind of thing that would’ve made me yearn to stay in touch with Susie Wicklund. Wherever she may be.
Steve Erickson
Partner/Executive Creative Director
HRB
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
