Marketing is coming in smaller and smaller packages. We used to have 1 min TV ads; now we have 10 seconds to capture attention. We used to have full page ads; now we have 2 inches on Facebook. We used to see 500 ads per day; now we see 5,000. Your message has become a single dot in an ocean of marketing.
In an era of digital marketing, it has become necessary to pack an evocative story into a single dot. Insights managers need researchers who empower them to:
- DISCOVER great ideas through subconscious fantasies
(consumers are bombarded with new innovations, what is the idea that will truly surprise and delight them?)
- OVERCOME consumer barriers to an idea by reframing
(a head on, conscious attack usually backfires - instead, go around the barrier with a different association)
- TARGET consumers with a simple evocative story
(for a message to cut through, learn how to communicate a rich experience in a single sound bite)
By the time you leave, you will have mastered the art of STANDING OUT with a DOT.