Consumers’ Taste For Analog Spurs Marketers’ Creativity
In this digital age, analog continues to hold a place in consumers’ and marketers’ hearts. Rather than being entirely supplanted by digital alternatives, more traditional media like film photography, board games, print magazines and vinyl records have held on to consumers’ tastes, and marketers are responding in innovative ways.
Retailer Best Buy pulled CDs from its stores on July 1—sales of compact discs fell 20 percent last year—but will continue to stock vinyl records, which have experienced sales growth for the past 12 consecutive years. Seeking to connect with vinyl’s fanbase, marketers’ have used the medium in several innovative ways. For example, Pete’s Cold Brew’s “Blacker Than Black” campaign promoted its triple-strength coffee with a LP made from pressed coffee that featured four black metal songs. When broken up and mixed with water, the records became a mocha coffee beverage. Kellogg’s made an edible record out of breakfast cereal—Chocolate Frosted Flakes, to be exact—that debuted the band PRETTYMUCH’s single, “Hello.”
While marketers may not yet be exploring the edible properties of print magazines, they are finding new ways to use them to connect with audiences both large and small. Facebook has launched the British-based quarterly print magazine Grow. With its content available both on and offline, the print edition is targeted at business executives and available in first- and business-class lounges at certain airports and train stations. The Wing, a network of coworking and community spaces designed for women, is taking advantage of print magazines’ ability to serve niche audiences with its publication of No Man’s Land, which offers news and lifestyle content, and connects nonmembers to the brand. It is available for sale online.