What are you inspired to do?
Do you think advertising in print is dead? Think again — after Porsche’s revolutionary move in Fast Company auto magazine, you might want to revamp your business’ advertising strategies.
In a stunning revamp of the written medium, automotive giant Porsche managed to create a holographic rendition of their newest 911 in 50,000 select issues of Fast Company’s latest edition. First spotted by AdWeek, you can see the video of this phenomenon here:
Well, that’s all fine and dandy for Porsche—but how does their lavish advertising pertain to your business?
Comparing Porsches to Porsches
Fair point. Apples to apples—unless you’re secretly ballin’—the average small- to regular-sized business won’t be financially equipped to dole out glass prisms like eggs on Easter. Luckily for the 99 percent, however, the strategy Porsche used here is easily duplicable as long as you understand the main takeaway.
What was the main takeaway, then? Media coverage. Break the boundaries of traditional advertising—even if it breaks your budget for the month—and news sources, business informers, and textbook authors left and right are going to want a piece of the action.
Work smarter, not harder
You don’t have to create a hologram to make your brand visible; you just have to pique the interest of a few already highly-visible agencies, sit back, and let them do all the hard work. Why should you spend untold amounts of money and airtime just to get people to talk about your product?
Porsche’s end goal—to get people talking—clearly worked; after all, here we are, talking about it. For a brand that deals much more in hearsay and quiet conversation than blatant Super Bowl Sunday advertising, they sure managed to inspire a huge amount of coverage from such a simple—albeit expensive—campaign.
Hologram sold separately
More than anything, Porsche’s example of superb and surprising advertising should remind us that catching the eye of our target demographic is the most important step in any kind of promotion. Clearly, Porsche has that particular aspect on lock; with a little bit of brainstorming and planning, you can too—no prism needed.