Regular readers of the blog will know that I'm not a fan of interruption marketing. The shouty, desperate, invasive "pick me, pick me, pick me, OH PLEASE PICK ME!" kind of crap that most of the advertising industry bombards us with today through press adverts, radio, television, call calling, 'courtesy calls', posters etc.
But if you've got something new to sell or you're a new start up then you may have little choice but to rely on interruption marketing in order to build a customer base that you can begin to have a conversation with. But even in this situation, there's interruption marketing, and there's interruption marketing.
This picture is a good example of well thought out interruption marketing. It works with its environment. Its effect changes as the environment changes. Imagine the effect if the person behind the counter was a big hairy bloke? Careful placement at the counter and the clever design to make it work here and almost no-where else means it's almost guaranteed to be noticed.
And to raise a smile.
And for that reason alone, it will be remembered. And talked about. And it's almost guaranteed to sell copies of the magazine it's advertising.
Of course the magazine could be a load of rubbish, in which case it may not live past its first edition. This is where there has to be substance beyond the interruption. But here at least it supports the point that things which stand out have much better chance of being noticed. And maybe bought.
Below is another poster used in the advertising campaign for the magazine. It's perfectly pitched at its target audience - most of whom will have paused and thought about it for at least a moment. I know I did.





