A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.
There are only four types of advertising campaigns that drive sales and build brands:
The most popular and most successful campaigns have used one of these or combined several of these techniques.
If your company is not using one or more of these techniques, The Target Group already knows-your marketing is under performing.
If at least one of these techniques is not present, we are certain of two things:
Fortunately, it is never too late!
To improve your marketing, you need to gain several levels of understanding:
A brand is a set of verbal and visual images that merge to convey a single mental image. A brand is when the advertisers company name, logo, and tag line, all come together at every prospect and client touch point.
These four types of advertising campaigns allow information to be processed quickly so a sales proposition can be made. If the offer or proposition is compelling, only then a sale can be made! It all starts with a theme and a strategy.
Mental images are the link between branding and sales. Consider how your mind works. What did you have for lunch this afternoon?
Did the information come to you in words or pictures? In your mind you saw a picture of your lunch; for example, a picture of the juicy burger and steaming hot fries it wasn’t the words spelled out that you pictured.
The same thing happens when people are making buying decisions. Mental images of how they could enjoy your product or service floods their mind at moment’s notice. This directs them to what company they go with and what they will purchase. By using one of these four strategies the Target Group can put together you will create a higher probability your company or product will be remembered.
When someone asks you for a facial tissue what is the first thing you think of? It’s probably a Kleenex! How about if someone asks for a permanent magic marker? Most people will say, can I borrow a Sharpie?
There are many examples of this and are all examples of strong brand management!
The word hook is a repeatable catch phrase from ad to ad. Great examples of advertising campaigns using the word hook include Verizon's
Can you hear me now? campaign created by Bozell/New York to convince the world Verizon has the best network.
How effective was it? Consider that in July of 2003, a J.D. Power & Associates survey ranked Verizon at the top of the list for wireless quality, while Alltel was ranked number seven-even though they share the same network through a nationwide roaming agreement.
Alltel CEO Scott Ford explained this point to investors at the Smith Barney Citigroup conference in January of 2004, commenting that the ranking difference could only be explained by advertising perception.
Another word hook is MasterCard’s
Priceless campaign created by Mc-Cann Erickson. Since in 1997; MasterCard has added new U.S. credit cards at more than twice Visa's rate.
The word hook is like great chorus of song, you just can’t get it out of your head!
A repeatable theme is a situation that plays out again and again, calling out the need for a company's product. Like a catchy song that you can’t get out of your head or an easy, repeatable phone number!
Consumers know the punch line that is coming. They love to see the set-up played out in different situations. It is satisfying to be in on the joke before it comes.
Repeatable themes make the target customer feel like they have the inside track. They know how to play along and thus feel connected to your brand.
A character hook uses a hero, villain, or victim to embody a key attribute of a brand. Great heroic character hooks include Ronald McDonald; Ronald helped McDonald's go straight to the top of the fast food industry.
Characters are tremendous for breaking through advertising clutter and establishing emotional connections with customers. The goal is to get you to identify and like the character. If you like the character you will like their brand!
Did you ever wonder what the duck has to do with Aflac and the Gecko lizard has to do with selling insurance? However because of these characters, they are two of the largest and fastest growing companies.
A consistent layout uses a unique design look and repeats these elements at each touch point. This allows customers to easily identify your company. The more distinct these elements are from your competitors, the easier it is to stand out from the clutter.
Consistent layouts include Apple's iPod ads with silhouetted dancers and people on bright backgrounds. These ads helped make the iPod number one in MP3 sales and extend its brand from a computer company to a consumer electronics company.
Most important is that a consistent layout serves a deeper purpose. Consistency instills trust. When a company plants its flag around one design, look, and feel, customers feel comfortable with that brand faster and longer. In an uncertain world, the consumer's deep desire for something they can consistently count on is soothed by a consistent layout.
Without question, every company needs to have one of these campaign types. Even when not doing major advertising, these techniques are necessary on the website, brochure, and on direct mail pieces.
Build the campaign out of the
sales moment. There are dozens of things you can say about a company or a product, but only the sales moment truly makes the sale.
Consider GarageTek's key to success. The husband comes to wife and says,
I want to remodel the garage, so we can have a cool garage to work on our projects. This was great for him but did not relate very well with her.
If the husband comes to the wife and says,
I want to remodel the garage, so we can keep it clean and use the space to entertain our guests, she hears the benefits and it inspires a positive action!
The Target Group goes through a detailed process to correctly identify the sales moment. This process includes identifying customer desires, strategic advantages, and determining the exploitable weaknesses of the competition. We do this by studying the competitions marketing and coming up with a unique and results based strategy from there.