Do you know when you start a book and you don’t stop until you finish it? Something similar happened to me with The book of Bob.
The book of Bob not only talks about how advertising has changed in the latest years, It also refers to the new role that has acquired consumers with their desires and behaviours nowadays.
For this reason, today I want to talk to you about Bob, Cesar Garcia’s Book. In which we can see how time is changing and we live in a new era of unlimited possibilities where creativity and amazing ideas begin to break down the economic and social structure that has endured for many years. A society in which emotions have started to play a leading role in our decisions.
We consume experiences that excite us. Experiences that make us feel the meaning of authenticity, exclusively and innovative.
We live in the era of entertainment: A new era of commercial communication in which innovation, creativity and imagination can conquer the world. A new era where emotions and experiences dominated along with unconventional advertisement.
We are unreasonable people by nature, as a consequence of this, and although the majority of people refuse to accept it, we are also people brand. I mean, we are not for the products that we buy, but we are of the emotional attributes that define the brand.
As you know, the consumer is the king. And BOB is the boss.
At the moment, he is it more than ever. Internet and new technologies have given to them the power. Meanwhile, old formulas have been falling and nowadays there is no more borders, everything is within reach.
“Nowadays, a big communicated idea can be reach hundreds of millions of people in seconds.”
The arrival of Internet has become the consumer in a person who much more sophisticated, informed, free, demanding and challenging consumer. Now he is the one who sets the conditions. Consumers have the power and authority, the consumer is boss.
Why? Consumers do not want publicity, wants to have fun.
Consumers are looking to have fun, looking to fill their lives with new experiences; for this reason we have become very demanding when to decide how to spend our time.
Entertainment is what most moves people. . We can see it in sports, cinema, music … We must to create ideas that people want to include in your spare time!
“To conquer the consumer, we must first conquer his time”
When it comes to do marketing, advertising, guerrilla actions .. priority to keep in mind is simply to include ideas that people want to include in their time. Now, the new advertising is entertainment.
“Entertainment has the greatest impact on people”
The big difference between the old advertising and new advertising, is that old one collar creates ideas to bring the brand to the consumer and new advertising creates new ideas to take the consumer to the brand. The customer accepts the exchange understanding that it takes something in return: The consumer gets the experience and the brand gets to the customer.
I his book, Cesar García calls this process of conversion Branded entertainmt, a name that refers to the word “brand” and therefore commercial communication, and secondly “entertainment, the new advertising. In fact, there are many brands who already discovered this new advertising and use it: Nike, BMW, Burger King, Volkswagen, Adidas, CocaCola, etc.
It is not about to entertain the consumer or sponsoring entertainment, it’s about being entertaining or create emotional experiences worldwide brand. Entertaining to conquer with the brand and their values.
The purpose of advertising is to create new ideas that get the consumer experience, by choice of a brand worldwide. We must not forget that any experience that generates a mark must be related to the values of that brand. We must create ideas for which any of us would pay to enjoy.
Cesar García explains the change that has occurred also between ‘opportunity to see’ and ‘opportunity to Live’. Experience something means to participate, engage in it. Living is synonymous with experience, to share emotions. The new advertising aims to get the new consumer lives the brand rather than just see it.
It is not an utopia to live the consumer and enjoy the brand. In fact, It is a reality that has not only changed the way that brands relate con consumers, but also the marketing and the communication that brands made nowadays.
“Nobody has anything against brands. All the love, we enjoyed the. consume, make us feel better. But we do have many things against the communication of those marks, against advertising. “
The new communication must to become a communication that we love, we want to enjoy, we want to consume. A communication that makes us feel better.
The author identifies 7 keys for conquering Bob:
- Communication is a new consumer product: our work consists of turning a mark in the best entertainment experiences and emotions to the consumer. The consumer “buys” the communication product.
- Leisure is the new marketand communication has two basic rewards: information and entertainment
- Our life is multidisciplinary; communication should be likewise: It´s not about having presence in all places, but rather, seizing all the opportunities that these technologies and their uses offer us.
- Our ideas should permit ongoing and convergent communication: a circular communication that feeds and provides feedback to all medias.
- Commercial communication has a commercial objective: It is not about entertaining for entertaining. It is to conquer the consumer branded entertainment, with the only ultimate goal of selling a brand first and then your product or service.
- Everything is communication, everything is intertwined, and everything is relevant to the consumer. And we should be involved in everything.
- Collaboration is the foundation for a new relationship.
Everyone prefers to receive something than to take something away. Everyone prefer to be entertained at being interrupted. That’s why we prefer the new advertising to traditional advertising. The new ad is more than communication, we talk about branded content.
Finally, I would like to clarify how we can see the change that has occurred in the communication comparing how advertising has also changed:
|Old Advertising||New advertising|
|Invasive advertising||Freely choosen advertising|
|The consumer plays a passive role||The consumer plays an active role|
|The consumer escapes from it||The consumer who searches for it|
|Sponsor content||Generates contents|
|Interrumps what you want to watch||It´s what you want to watch|
|The only one who might benefit is the advertiser||It benefits both the onsumer and the advertiser|
|Use conventional media||Uses any media and even invents ir|
|Creates brand messages||Creates brand entertainment|
|Its market is dversiding||Its market is entertainment|
|Advertises products||Create products|
|The consumer sees the brand||The consumer lives the brand|