“Work smarter, not harder,” is the new cliché. But when you consider that – according to the bestselling nonfiction book Everything Bad Is Good For You – consumers are becoming more intelligent, this direction may be the key to advertising success.
Author James Flynn has determined that Americans have been steadily been scoring higher on I.Q. tests over the decades. Flynn attributes this increase not to the public school system or the increase in the number of people whose conscientious moms played Mozart for them in utero, but to pop culture. That’s right – TV shows, video games and every other mass-media pastime which had previously been considered mind-rotting wastes of time are, according to Flynn, actually encouraging complex problem-solving skills.
Case in point, video games require successful navigation through densely layered environments while meeting numerous challenges – tasks that require forming long-term strategies as well as thinking on your feet to bring down the big, bad “boss” of each game level.
Manufacturers and retailers selling to consumers – particularly those in the age groups containing the most avid gamers and viewers of such TV shows as “The Sopranos,” “South Park” and “Survivor” – can incorporate messages that engage the mind on more than the “buy this now” level. These consumers want to be involved with information that interests them, and are prepared to incorporate it into their life. Your brand can be integral to this experience in ways that themselves become part of pop culture – witness the frequency in which certain luxury product brand names are invoked in hip hop songs.
The year 2006 offers the most widespread means for reaching your target market than ever before: Podcasting, websites that provide a high level of interactivity, innovative e-newsletters that enhance your branding, event/vehicle sponsorships and, of course, a fresh approach to print advertising. Working smarter to reach your smarter consumers may even pay off in having them literally sing your praises.