6 Ways to Succeed Advertising a 'Low Interest' Category

Strategies to help you generate buzz in your sector

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

You know what the ultimate hard-luck story is in advertising? “We’re in a low-interest category.”

This is our industry’s equivalent of “I got stuck in traffic” or “last night’s beer must have been off.” It’s a flimsy excuse that is used to explain a lack of creativity in categories as diverse as financial services, logistics, household products and B2B.

The sentiment ignores the fact that no sector can really claim to be high-interest: all marketers should remember that consumers have better things to do with their lives than ponder the minutiae of their brands.



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