The picture above illustrates what an ideal advert should be like for any firm's brand.It's not enough for consumers to pick you out of from competitor brands whenever they are out shopping because of price cuts, which in the long run will diminish your brand value as well.Your goal is achieved when consumers believe you are the only one with the solution to their problems.Most firms, me thinks are obsessed with the sales they forget the role branding plays in the achievement of meeting quotas and targets .The ads doing rounds on TV some at prime time paint a picture of analog marketing tactics.They are too cliche.The ad starts with the product straight away.This product does this blah blah blah(at this point am almost puking)it's hard to convince anyone that your product is the best when your competitor also runs a similar ad.The consumers are left more confused and you can't guarantee loyalty.Times have changed so should a firm's marketing strategy.Consumers are now smarter and more sophisticated than they were five years ago,blame it on globalization if you may.They now have a wide array of options to choose from.The internet has made it possible to order merchandise from abroad and have it delivered right at your doorstep.Firms are seeking not only to get the attention of consumers but to keep it.So what's the trick to get them hooked on your brand??
The missing link is just Emotional Marketing.Emotional marketing starts with a feeling and then the product demonstrates that feeling.An ad should start with a customers emotional priority not the firms agenda .The product then becomes a means to an end.Take a look at the current ads being done by Coca cola and Guinness and it suddenly hits you that at no point in the advert do they talk about their product .For instance the coke ad is promoting kindness and when people go around doing random acts of kindness they just happen to be sipping on a coke.People now will associate coke with kindness and joy, this forges a much more lasting bond with their clients.They don't feel like its being forced on them(see ad here)The Guinness ad focuses on making a name for oneself in the different fields of expertise.At the end of the day all these people meet at a pub and share a Guinness which is a big name too( see ad here)The most memorable line in the ad that i cant seem to forget is "A man's name finds meaning not in what he says but in what he does."
What firms need to do is research more on what makes consumers tick and get in touch with consumers feelings.If they are going to be interrupting our shows with ads, then they better be worth it.
(image sources:web)
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4 comments:
oooh i love it man
Thanks bro.I also follow your blog.keep it up
one man samba, goodies
Good read.Hope the relevant parties will get to read, understand and implement:)
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