Creating Conversations

A week or so ago, I had a post titled "Too Carbonated." I came across this vending machine at Richards with a warning about some Diet-Dr.-Pepper-gone-bad. I returned to that machine yesterday to find some new entries (and post-its) on the original comment.

People whose previous mission had been to acquire some form of thirst-quencher from this machine had been diverted by this little piece of communication. They had to locate a pen (which may not have been that hard in a copy room) and scribble their thoughts on the matter.

People felt compelled to either revoke the statement ("I'll take my chances") or confirm it ("I agree") or start a new thread all together (re: the 2nd post-it). This little warning of a simple nature had sparked something. It made people think about an ordinarilly routine drink selection. It made use of an underutilized advertising medium. But most interestingly, it created a conversation.

Back in February, we had a Friday Speaker at AdCenter talk about brands that created conversations. Ironically enough, that person is a Richards Group Planner, Christopher Owens. He spoke about something that I find very true - most great advertising creates a conversation with its consumer.



He used Patron as an example, but many other examples exist. Geico is a great example - whether it's "Good News/Bad News," "The Cavemen," or "Celebrity Endorssment." Even what Kevin Proudfoot showcased (the Nimrods) created a conversation.

And really, that's how it should be. It can be traced back even to the most rudementary forms of communication - a power point presentation. If I've fallen asleep during your presentation, don't wake me up. You deserve it. I don't fall asleep when my friends are talking to me. I fall asleep when "boring, preeching, or ignorant" are talking to me.

Chances are, many of you have stopped reading by this point. And that's my fault. If I've failed to engage you in conversation, my bad. I'll pick a better topic to talk about next time.