Wednesday, September 30, 2009

Keeping Tabs

I have always enjoyed the chance to sit and flip through a magazine. In fact, the content isn't the only draw. I find the ads fun to look at too because they're meant to be eye-catching and attractive.
In a recent copy of Allure Magazine, one advertising page especially caught my attention for it's creativity and interactive element. I have to give them credit for thinking outside the box. The page features pull-off stickers of the lip color products that the reader is encouraged to use as sticky-tabs to bookmark pages while perusing the magazine.

I like the idea because the stickers increase the length of the interaction between the consumer and the advertisement. It takes advantage of the qualities of having print media form, something that's in the hands of consumers.

The idea was great, but the execution needed a bit of work. The stickers weren't sticky enough to adhere well to the glossy pages and fell off easily. Maybe they should get some tips from 3M, makers of "Post-its." Also, the brand name was not a prominent feature of either the ad as a whole or the individual stickers.

So many "creative" marketing ideas focus on being "innovative," without the component of practicality and goal of reaching the hearts and minds of consumers. I give them points for having a creative ad that goes in the right direction, and has the specific intent to increase product interaction with consumers.