Larry the Ad Man's Blog

I hope you learn from my small business marketing and advertising tips.

"Advertising is to trade what Steam is to machinery" Thomas Cook.
It was an honor to be nominated for 2011 Canadian Weblog Awards.

Sunday, July 24, 2011

Create an emotional connection.

This is the challenge of many an ad agency and marketing director for billion dollar products. If you consider the products and services you purchase, take note of how they make you feel. You may note that how you feel about the product relates to an ad campaign or marketing strategy employed by the product. Car companies try to play to "safety", "prestige", "well made" type of themes. Beverage companies go with "thirst quenching" and beer companies promise the company of good looking women.

How does one do this on a more modest budget? A more long term approach is required for success in this area. Months, perhaps years depending on the budget and reach. They key is to stay focused on it and stay consistent. The message MUST fit the product or service and MUST be true. A restaurant can't say they have the best tasting food and serve you something bland and uninspiring. If you say your product will make you dream of running through clover, than that had better be the result. Obtuse yes, but don't claim you are something you are not. Customers will react negatively to a claim if you do not meet the expectation. It's all about the experience of purchasing and how that makes your customers feel.

Undersell in your advertising and over deliver in your business and the customers will beat a path to your door. The tough decision is what will undersell, but get customers to try your business. That's the billion dollar balance. Until next time, I am Larry "The Ad Man".

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