Big Steps – Attraction Marketing vs Interruptive Marketing
Welcome back to another Big Steps blog post. For our third Big Steps post in the series, we’re going to be talking a bit about marketing theory. Namely, Attraction and Interruptive marketing.There’s also a third type but it doesn’t need much explaining – End of Search Marketing.
End of Search Marketing essentially does what it says on the tin – you’re selling something that somebody is looking for, make sure you’re in the results of their search. For example, a car, a business coach, an item of clothing – if you think that people will decide to head to Google through their own thought process, then the obvious activity is to be present at the end of that search. You can ensure that you’re marketing your business in the right way by doing simple things, such as ensuring your SEO is up to scratch, and advertising on appropriate YouTube videos or running Pay Per Click (PPC) adverts. If your business is an experience (for example, Wine Tours like one of our clients), then make sure you have flyers in local hotels/attractions and that you’re on all the websites that recommend things to do in the local area (often referred to as directories).
Now on to Interruptive and Attraction.
The trickier element is when people don’t know that they need your service/product. What if what you’re offering is brand new to them; something they didn’t realise they wanted/needed until now? Or maybe your even need to persuade somebody to switch service provider/product. This is where interruptive and attraction marketing comes into play.
What is Interruptive Marketing?
Interruptive marketing is often deemed as old school – this is because it’s the term used for TV and Radio advertising. Despite the fact it’s previously been known as a “throw it all out there and hope for the best” type of marketing in the past, you’ll be pleased to know there’s now more targeted, modern versions of interruptive marketing.
Interruptive does what it says on the tin – you’re catching people off guard. Your target audience are watching TV, listening to the radio or scrolling through social media – interruptive marketing is about sticking your advertising where people are forced to see it.
This method of marketing works best for the “I didn’t know I needed it until I saw it” types of products. The fun, engaging, delicious, well-packaged, unique and inspirational products or services. The main type of interruptive tool that we can use is social media adverts, in particular, Facebook, TikTok and Instagram. You can be incredibly targeted – not just sex, age, location and interests but also time of day – you can start to really understand who you should be interrupting and when.
Other kinds of interruptive include PR and, of course, TV and Radio, which can be much more targeted and affordable these days with the rise of smart TVs.
How about Attraction Marketing?
Attraction Marketing is more focused on getting customers to come to you of their own accord – this is done through gentler forms of marketing that may feel similar to interruptive, but focus more on aligning your values with those of your customers. Attraction works well for businesses trying to get people to switch from another provider or product. Things such as subtle/native PR, CSR, sponsorship and tradeshows are good activities that work well at attraction marketing – anything where your brand can be displayed to potential customers without it feeling like a sales tactic.
Your brand is the lead with attraction marketing – you need to understand your customer base, and ensure that you’re reflecting their values and behaviours.
What you need to ask yourself now is – are people searching for what you’re selling? And if they’re not, can you sell on an impulse or do you need a more gentle approach?
If they’re searching for your product, use End of Search marketing. If it’s an impulsive buy, use interruptive marketing. And if the gentle touch is required (like persuading people to switch brands) then you have to play the long game and use attraction marketing.
If you’d like support with any of the activities mentioned above, from digital marketing like SEO, PPC and Social Media, through to any of the softer touch activities like PR, Branding, Collateral design etc., please don’t hesitate to get in contact; 01273 569 108