Pointless.Stupid.Annoying.Messages. SPAM

Everywhere we look these days there is a communication or a message, traditionally we only expected to be exposed to advertising and persuasion on television, radio, billboards and livery on vehicles. In today's fast paced internet driven world however the amount of advertising and persuasive messages have increased so drastically that they may as well be considered SPAM... yes, you read right, SPAM.

This does not say much for the industry that I am so very passionate about going forward, it also does not serve me well when asked what I do for a living to have an answer "I am a message spammer" although it does beat, "I figure out how to manipulate you into purchasing things you don't need".

The internet has also created a vast area in the below the line marketing world whereby you need to target a consumer through a brand ambassador in a unique way that also does not spam the consumer. You know who you are, the mean woman who pretends not to see the promoter wanting you to try her mustard on a piece of a cracker, I have seen you pretend to be so interested in pickles to avoid this promoter. Truthfully, I would do the same, I hate that a brand bugs me while I do my shopping, especially when your silly cracker is just going to make me hungry or I will feel bad and feel the need to take the mustard and then leave it on the shelf next door. :P

Urban Dictionary defines spam in the following way...
1. Annoying junk emails and messages.
2. Pointless.Stupid.Annoying.Messages.
3. The same attack over and over again with no style what-so-ever.
4. Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam

These adverts who won awards at the Cannes lions International Festival of Creativity in 2011 under the promotion and activation lions didnt spam.

Grand Prix - Promo and Activation Lion. - ROM

Silver - Promo and Activation Lion - TUMS

Silver - Promo and Activations Lion - BAVARIA BEER

From these winners it is evident that spam is not inventive, top of mind, engaging, experience focused, relevant or clever. It does not bring your brand to life. Brands that are alive are brands that succeed with the internet driven society.