Grabbing Attention with Marketing - Advertising by Richard Branson

Attracting Attention with Marketing

In February, I went to one of my favorite events of the year, the Traffic and Conversion Summit.

This year 7,000 people attended from all over the world—too many for the hotel to handle. They had five concurrent sessions and eight timeslots each day for three days. That’s over 100 different sessions. Sessions were jam-packed and some were full to capacity.

I’ve been going to this event for four or five years and it keeps getting bigger and better. Great content. Great speakers. Most importantly, actionable ideas.

One of the biggest themes among the sessions I attended was about our collective ADD as humans.

One speaker cited a study that said we have a 9-second attention span. Another speaker said that you can increase your website traffic by up to 4x if your page loads in 2 seconds or less! It’s an incredibly fast world and harder and harder to get people’s attention. It’s got me thinking a lot about this and how we can help our dentists get the attention they deserve in a different way.

One of the best sessions was an interview with Sir Richard Branson.

He founded the Virgin Group which has more than 400 companies. His net worth is reported as $4.1 billion.

He’s a guy who knows how to get attention and has done so multiple times throughout his career. He shared a few of the creative and sometimes outlandish ways he has attracted attention.

One story was about the Superbowl and Virgin Atlantic getting a deal with NBC to provide aerial views of the game from one of their airships. They were told that the TV channels were banned from showing the blimp and Virgin’s branding on the blimp. So Branson came up with a way to get the cameraman’s attention and get the “free” screen time he desired. In huge red letters on the belly of the airship, they wrote, “NBC Cameramen are the sexiest men alive.” Cameras ended up being pointed at the blimp often. I’m sure it generated some good laughs, too, from one of the biggest marketing audiences of all time. Ingenious! (As a side note, a 30-second spot in 2019 went for $5.25 million!)

So, what are you doing to attract attention? Remember—you only have 9 seconds. Go!

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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