Interruption marketing helps grab attention for your ads when other methods fall short. Contrary to how it may seem, this approach is simpler than you’d think. Let’s take a look.
What Is Interruption Marketing?
When an ad campaign doesn’t deliver the desired results, or you’re uncertain about the ad’s content, audience, or targeting, it’s worth checking if you’ve missed something essential in your approach.
Imagine not noticing the proverbial “elephant in the room.” Here’s a practical example that illustrates the essence of interruption marketing.
Why You Might Miss the Elephant
Picture yourself at a high-profile conference with a speaker you’ve been eager to hear. They’re covering a valuable, relevant topic, and everyone is fully engaged. Suddenly, a vendor enters selling chilled water, but nobody pays him any attention — after all, the speaker is the main attraction.
Then, things change: the building’s ventilation fails, and the room becomes uncomfortably hot. Now, everyone’s feeling the heat, shifting uncomfortably. That same water vendor now has everyone’s attention, as his ad becomes timely and relevant.
This is how interruption marketing works: it shifts the focus to a message people didn’t realize they needed.
Understanding Your Audience’s Needs
The “elephant” represents unmet needs. Sometimes, people aren’t aware of a need until it’s presented to them.
Keep in mind that users often go to social media to relax, not necessarily to view ads or make purchases. Your ad should be able to interrupt their routine and make them stop, engage, and notice your message.
Traditional interruption marketing examples include:
- Telemarketing calls
- TV and radio ads
- Online ads
- Pre-roll and mid-roll ads
- Cold calls
How to Use Interruption Marketing Effectively
With two straightforward steps, you can enhance your campaign’s impact:
1. Identify an Audience with a Relevant Problem
For example, consider a man in his 50s who, after a divorce, feels lonely but is hesitant to try dating sites due to his “old school” mindset. He spends time online, looking for ways to address his loneliness.
If you’re promoting a dating service, your goal is to highlight the ease, safety, and success of using dating platforms, reassuring him that it’s a viable solution. Here, both your ad and the customer’s needs align.
2. Engage the Audience Emotionally
Create an ad that guides them from their current state to their desired outcome. Emotional triggers are powerful, especially if you know your audience well. Before-and-after visuals, happy couples, success stories — all of these can reinforce the message.
The key is for the audience to believe that your offering is achievable and that they deserve it. The example above shows this man he has a real chance at companionship, perhaps with relatable, uplifting stories that resonate with his fears and aspirations.
Applying Interruption Marketing Across Verticals
Interruption marketing can be applied to any industry, product, or service. Just ensure you understand your audience and craft appealing, engaging messages that highlight their unrecognized needs — helping them “see the elephant” and take a closer look at what you offer.
Good luck!
