How we Frame Content is Most Important

Digital media has placed all of us in the situation of texting, blogging, writing responses and online searching in a timely manner. We need to retrain our minds (frontal cortex) because how we frame things can bring very different results. Tom Trifaux recently shared this video with me.

By framing the need with elements of an 'experience', a whole different level of response occurred.

That's why four 'likes' and fifty cents won't buy you a cup of coffee, while a heartfelt 'thanks' can open up a whole new relationship or conversation. Agencies from the 'old economy' struggle to understand new rules and continue to push or spin messages toward clients who just desire one thing - an authentic experience.

TD Canada recently offered a live music campaign focused on 'saying thanks to customers' signing up to their new 'easyweb' service. They could have offered a special interest rate or cash like other banks but this way they contributed value by framing their offer in an experience they know their customers will remember for a lifetime. 

Experiences of a lifetime

We need to move to the other side of the market and begin to think like those we serve. We need to ask ourselves four questions:

What experience do we wish to create?
What message do we wish to convey?
How can we simplify the campaign?
Are we sure this is really what the audience desires?

Branducation:

1. Identify a deliverable experience that would please those you serve.
2. Discuss the experience referencing the questions above.
3. Illuminate how this experience is likely to be remembered.
4. Assess the competitive advantage this experience will provide.
5. Develop metrics and a process that can measure success.
6. Light the fuse