Lothario brands never spend the night alone
In a few years’ time, consumers will be pummelled with an average 1.3 marketing messages every waking second. This is according to Stephen Byrne, who writes for jupitermediametrix.com, a leading online research and analysis company. How could that ‘point 3’ of a message be of any benefit to its advertiser? You could even question the value of the ‘1’ complete message that’s about to be negated by another 1.3 ineffective messages a second later.
This raises one of the biggest questions facing the marketing and advertising world today. Is your brand seen enough? Is it even seen at all for that matter?
Let’s face it, the consumer is dead bored! “If a company advertises in a dull, boring and expected manner, then the consumer perceives the company as dull, boring and unexciting,” says Reg Bryson, the first person to introduce strategic planning as a discipline to the advertising industry in Australia. People appreciate cleverness. A clever ad equates to a clever product made by a clever company that offers its customers sound solutions.
In his advertising bible, The 22 Irrefutable Laws of Advertising, Michael Newman writes that, “making the viewer laugh creates a bridge that links your brand and the consumer.” Ask yourself, does your advertising engage the viewer with humour, does it offer relevant information, generate interest, curiosity and deliver entertainment?
If your answer to these questions is yes, then your advertising has done the unthinkable. It’s become a welcome guest in the consumer’s home and mind - not the annoying uncle renowned for eating all your food and staying for far too long.
Your advertisement and product will have become something to talk about, part of the language and achieve social currency – ensuring that your brand is not only comfortably imbedded in the consumer’s mind, but also firmly.
In 1994, neuroscientist A.R. Damasio shattered Descartes’ theory. Through a series of clinical studies, he showed that feelings and memories are more important for decision-making than knowledge and reason. We can’t make decisions until our senses, emotions, instinct and intuition have played their part. Your advertisement should be a great seduction.
Sadly, pick-up lines don’t work like they used to. So to all you budget-conscious, single bachelor marketers out there we say:
You don’t have to own a big, luxury, German brand or be rich and handsome to have that lusciously, lucrative customer eating out of the palm of your hand. All you have to do is make her feel special and she’ll be yours forever!
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