In a world where we are constantly bombarded with content, standing out is an increasingly complex challenge. People are looking for answers to their problems, but they are no longer satisfied with simple information: they also want to be involved, excited and entertained.
This need does not only concern B2C brands, but also B2B ones, because in the end, you do not communicate with companies, but with people.
And these people live complex lives, face daily challenges, cultivate dreams and desire experiences that truly speak to them.
This is where entertainment comes into play: one of the most powerful strategies to emerge from the white noise, that indistinct mass of generic content that many brands produce without leaving a lasting impression.
In this article we will explore how entertainment can transform a brand communication, making it not only visible, but also memorable.
What is white noise and why your brand needs to overcome it
White noise in marketing is the overwhelming amount of messages and content that people receive every day.
Social media, emails, ads, notifications: everything gets confused in a muddle that no longer captures attention.
The result? Your messages are at risk of being ignored, regardless of their quality.
To stand out, your brand needs to break this monotony. How?
By creating content that is not only informative, but also emotional and entertaining. Entertainment transforms your brand message into an experience that people want to have and remember.
The value of entertainment to overcome white noise
Entertainment offers a powerful antidote to content overload. Here’s why it works so well:
- Breaks up the monotony:
Funny or engaging content immediately captures attention, making your brand stand out from the crowd. - Generates emotions and memories:
People remember better what made them laugh, feel excited or think. Entertainment creates an emotional connection that strengthens the relationship with the brand. - Encourages sharing:
Entertaining content has high viral potential. When people enjoy or find value in something, they are more likely to share it, broadening the visibility of your message. - Builds an authentic connection:
Entertainment speaks to people, not companies. It shows the human side of your brand, making it more accessible and attractive.
DATA
A 2024 analysis by We Are Social and Hootsuite reveals that chat and messaging apps are the most used digital services by Italians (96.7%), followed by social networks (94.6%). This indicates that a significant part of online time is dedicated to entertainment and social communication (We are social).
Pay attention to all possible touchpoints
Although digital content, social media and advertising are fundamental tools, they are not the only touchpoints to interact with the public.
There are other opportunities, often underestimated, to offer targeted and impactful entertainment.
For example, interactive totems can become a perfect platform to provide different and engaging experiences.
Where? At reception, at trade fair stands or at marketing events attended by a large audience. With the right strategic approach, these tools can be used to:
- Engage the public in a unique way: By offering games, quizzes or personalized content related to your brand.
- Collect leads: By using the totem to obtain contacts, such as email addresses or phone numbers, offering experiences or prizes in exchange.
- Increase brand awareness: By creating a physical point of interaction that attracts attention and remains in the memory.
This strategy is not exclusive to large brands. SMEs can also benefit from it, adapting the content and design to their needs and target audience.
It is an opportunity to strengthen the relationship with current customers and, at the same time, acquire new leads in a creative way.
Entertainment in B2B too: connect with people, not companies
Even in B2B, you’re not talking to companies, but to people.
Behind every decision are marketers, managers, CEOs, all with busy lives: they take their children to school, juggle meetings and expenses, look for moments of pause.
An effective entertainment strategy considers this human aspect and puts it at the center.
For example:
đŸ‘‰ If you sell luxury cars
Create a campaign that doesn’t just show the vehicle, but tells the story of those who choose that car. For example, you can develop a series of contents that follow a professional as they reach an important milestone, such as closing a big deal or celebrating a promotion.
The car becomes the symbol of success and personal recognition, representing elegance, comfort and prestige. An emotional video could show the protagonist driving through breathtaking landscapes, with a focus on luxury details and technology that make the experience unique.
This approach doesn’t just sell a product, but inspires the audience to see the car as an integral part of their path to success.
đŸ‘‰ If you sell wine
Create content that evokes conviviality, the magic of dinners with family or friends, with your product at the center of these special moments.
According to many marketing experts, marketing departments will soon adopt fun strategies and entertainment in the same way they now study editorial strategies.
Why fun is a winning strategy
Fun strategies are not just a tool to capture attention: they are a way to transform your brand into something that people want to experience and share. When fun is integrated into a well-planned entertainment strategy, it becomes a bridge between your message and the emotion of the audience.
- Attracts immediate attention:
Fun captures interest in a few seconds, breaking the monotony of generic content. - Generates positive emotions:
Funny content stimulates emotions that strengthen the perception of the brand, increasing the chances of being remembered. - Encourages sharing:
People willingly share content that makes them laugh or entertains, extending the organic reach of your message. - Humanizes and relatable the brand:
Showing the playful side of your brand creates empathy and brings the audience closer.
Examples of successful fun strategies
- Burger King and social irony:
Burger King is known for its ironic campaigns, such as trolling rivals or playful challenges with the public, making the brand memorable and shareable. - LEGO and creative games:
LEGO uses interactive games and content that inspire creativity in its customers, turning every interaction into a fun experience. - Interactive kiosks at events:
Brands like Red Bull use interactive kiosks during events to offer gaming experiences, increasing engagement and collecting leads.
How to develop an entertainment strategy for your brand
Know your audience
It’s not enough to know who your buyer personas are on a professional level; it’s essential to understand who they are as people.
- What are their passions, interests, and daily challenges?
- What do they need not only in their work life, but also in their personal sphere?
For example, a CEO might be looking for content that offers ideas for managing time and balancing work with family, while a marketer might be attracted by creative ideas to improve their campaigns or to address the challenges related to multi-channel.
Going deeper into these aspects means going beyond the superficial data, creating content that speaks directly to your audience, solving their problems, inspiring them or entertaining them in a meaningful way.
This authentic connection allows you to not only attract attention, but to build long-term relationships of trust.
What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customer, created based on real data, market analysis, and strategic insights.
It is a profile that describes the key traits of a group of customers, including demographic, behavioral, and psychographic information.
A buyer persona does not just outline professional aspects, but goes into detail about the motivations, fears, and personal goals that drive that person’s choices.
For example, a buyer persona could represent an “IT Manager” who is looking for reliable and GDPR-compliant solutions for data management, or a “Retail Manager” interested in improving the in-store experience with digital signage tools.
You can find a lot of useful material on the site HubSpot.
How we create buyer personas at Kiosk
At Kiosk, we adopt a collaborative and in-depth method to build buyer personas that are truly useful and applicable. Our process includes:
- Real data collection: Through questionnaires, interviews and analysis of existing customers, we collect detailed information about who they are, what they want and what motivates them.
- Behavioral analysis: We study how customers interact with our products and services, identifying common patterns and recurring needs.
- Creation of detailed profiles: We compile profiles that include professional role, goals, challenges, preferred channels for communication and even psychological insights that help personalize the experience.
- Concrete application: We use these profiles to design intuitive and engaging user interfaces for interactive totems and mobile apps, to define targeted inbound marketing strategies, for social media campaigns, or  to create relevant content and lead magnets that capture interest and address the specific needs of our ideal customers.
This approach allows us to put the customer at the heart of everything we do, ensuring that every Kiosk solution is relevant, effective and memorable.
Connect your product to their world
Your product isn’t just something that solves a problem: it’s a part of your audience’s lives.
You need to present it as a solution that fits naturally and simplifies or enriches their daily experiences.
Example: If you sell time management software, show how it can help a professional spend more time with their kids or enjoy a hobby.
Key to Success: The product must be perceived as an added value that goes beyond its technical function.
Transform your product into a solution that fits into their lives in a natural and engaging way.
Experiment with formats
Not all content works the same for all brands. Find the formats that best suit your message and your audience.
- Short videos: Perfect for social media, they capture attention and convey the message in a few seconds.
- Interactive quizzes: Engage users and offer them a personalized experience.
- Podcasts: Ideal for in-depth analysis of specific topics, especially if your target audience is used to consuming content during breaks or while traveling.
- Infographics: Great for explaining complex data in a visual and engaging way.
Try different approaches and analyze what works best for your audience.
Use interactive kiosks
Digital kiosks are a powerful tool for transforming a physical touchpoint into a memorable experience.
- Education: Use totems to explain the value of your product with videos, interactive demos or quizzes.
- Entertainment: Create engaging experiences, such as personalized games or configurators that allow users to interact directly with your brand.
- Lead generation: Offer value in exchange for information, such as a free test or a prize linked to a quiz.
Big brands use totems at fairs and events, but SMEs can also benefit, capitalizing on this technology to engage the public and acquire new customers.
Tell stories
Stories are the heart of entertainment. Don’t just present data or information: tell emotional narratives that people can relate to.
- Example: If your product has improved a customer’s life, tell their story in an emotional way, showing the before and after.
- Emotional key: Stories that evoke happiness, empathy or aspiration have a lasting impact.
Integrate these narratives into your communication to create an authentic and memorable connection with your audience.
Entertainment as a strategic investment
Integrating entertainment and fun into your marketing strategy is not a luxury, but a necessity. In a world overloaded with content, it is the key to standing out, building authentic connections and making your brand memorable.
What about you? What will be your next move to entertain and captivate your audience?
 |
Turn your brand into a source of inspiration and entertainment!Want to stand out in the sea of ​​content and create authentic connections with your audience? Discover how to develop a tailor-made entertainment strategy for your brand, capable of exciting, engaging and generating concrete results. Book a free consultation with our experts to start building a winning strategy. |
|
Turn your brand into a source of inspiration and entertainment!Do you want to stand out in the sea of ​​content and create authentic connections with your audience? Discover how to develop an entertainment strategy tailored to your brand, capable of exciting, engaging and generating concrete results. Book a free consultation with our experts to start building a winning strategy.
|
