How to Stand Out in Digital Advertising: Lessons from the Energy Drink Aisle
The Energy Drink Aisle Analogy
Picture yourself standing in front of the energy drink cooler at your local store. You know the one—shelves packed with neon-colored cans, each promising something different: extra caffeine, natural ingredients, sugar-free buzz, herbal magic. Every can boasts a killer design, practically shouting for your attention. So, how do you choose which one to grab?
It’s just like digital media advertising. If you’re an account executive hustling SEO, SEM, programmatic, email marketing, and all the omnichannel buzzwords, you’re in that cooler too. You’re one of those cans. Your branding is sharp—you’ve got the right mix of channels, and you know the right audience. But guess what? So does everyone else. The cooler is full, and every can has a shiny label.
So, how does a client decide which energy drink—or media rep—to pick? It comes down to connection, story, and trust. That person staring at the cooler isn’t just buying caffeine; they’re buying a story. Maybe it’s the brand that gives them a “push harder, no limits” feeling for the gym. Maybe it’s the one that promises something healthier. Or maybe it’s the one that’s more than just energy—it’s about how they want to feel in the world.
The same goes for digital media. Clients aren’t just buying your ability to run programmatic ads or perfect email retargeting. They’re buying the experience you create for them. They’re buying your understanding of their needs, the way you involve them in the process, and, most importantly, how they feel as part of the story you’re helping them tell.
Anyone can talk data, impressions, or click-through rates. But the client who feels seen, who feels like a co-creator instead of just a buyer? That’s the one who chooses you.
Standing out in that crowded cooler isn’t about shouting louder. It’s about ensuring that when someone reaches in, they don’t just grab a label. They grab a story they believe in—one they helped create. That’s how you stand out—not just as a product, but as a partner.
