Tryvertising

I came across this article from Trendwatching.com and I found it to be quite interesting. I think if there is a "bottom line" so to speak for those who are Christ followers it is this: we live in a culture that is willing to try just about anything. So the question that must be asked is, "Do we have anything for them to try?" Read on and you will see what I mean.

"Two years ago, we dubbed this growing trend TRYVERTISING: "There's not even a 'relationship' anymore; there's a cold, calculating, experienced, and demanding consumer, and there are humble companies. So introducing yourself and your products by letting people experience and try them out first, is a very civilized and effective way to show some respect.’’

Not surprisingly, an entire TRYVERTISING infrastructure—from 30 second samples on iTunes to firms specializing in relevant product placement—is now in place, enabling consumers to try before they buy.

Here’s a list of (mostly recent) TRYVERTISING spottings that deserve attention if not copying, er….creative replication:

Nike Trial Vans are currently touring the UK/Ireland, France, Italy and Spain, stocking 1,000 pairs of shoes. It’s a free trial, no strings attached. To deliver on the crucial element of TRYVERTISING, total relevance of placement, the vans will pop up in places where people actually run. From athletic events to well-known running spots.

TRYVERTISING and real world product placements work particularly well in environments of 'voluntarily captive audiences' like waiting areas, business lounges, and work spaces. So if hotels, airports, offices, even cruise ships (easyCruise anyone?) are serving as try-before-you-buy alternatives to advertising, who's going to intermediate between venues and manufacturers, brokering placements and audiences? One interesting example in this still pretty uncrowded field is Brand Connections, peddling an organized approach to in-hut, in-room product placement of samples, everywhere from Carnival Cruise Lines to Las Vegas and South Beach hotels, all targeted at vacationers.

In their own words: "Give your target audience your product sample when they are most likely to try it, and associate unforgettable memories with the experience. Your target consumer is greeted with your product sample on the first day of their vacation. At a time when they are without their 'stuff' from home and will have up to 7 days to form a new habit with your brand.“ Absolut is already a client, as are Colgate-Palmolive, Kraft Foods and Unilever Group. Planes, trains and rental cars to follow?"

You can read the rest of the article at Trendwatching.com