The multiverse of screens to bring “Her” into the discussion.
It is ‘new blood‘ in the game. For an industry like home furnishings, it affords brands the opportunity to step out of the shadows of their second-tier status in the consumer spendable world and begin to compete with the auto, jewelry and apparel competitors through fashion and design, keeping “Her” at the center of attention 24/7.
Welcome to TDN… The Design Network, is an all-screens multiverse that allows brands the key into the door of the daily lives, activities and thoughts of their specific target audience, the female consumer. Now they have the ability to interact with “Her” on subjects that matter to “Her”. TDN will feature professional and user-generated content that will be advertiser-supported and distributed online, via mobile, digital and other devices and platforms that will come from designers, architects, interior designers, home builders, industry influencers, ad agencies and production companies, as well as network viewers themselves.
It is truly a ‘today’ interconnecting bridge between the brands of the industry and their consumers as well as their potential consumers in this, the 21st Century.
We no longer live in a world where advertisers shout at the potential customer. Today we have to listen before we begin our dialog, listen to what she has to say, listen to why she is saying it and then begin to speak WITH her and not TO her.
TDN…The Design Network has been created to do exactly that. Interaction with the consumer is becoming the key to developing engagement. Once engagement has been created, then the process, leading to the sale can take place. But it is now at “Her” speed, not the advertisers. It is on “Her” timetable and not the advertisers. She is the center of this multiverse of screens.
Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” It is TDN’s mission to make “Her” feel good about an industry that has taken her for granted for generations by engaging with “Her”.
TDN will be on multiple platforms with mobile as a lead in both reach and interacting with “Her”.
Mobile is shaping the future of marketing innovation.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
He can be reached at:
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