About Irakli Beselidze
Marketing strategist, keynote speaker, anchorperson, marathoner.
Having been working in advertising for over 17 years already, time after time I hear doubts about its efficiency from my colleagues. Some of them even feel uncomfortable with their profession and are jealous of people having some “clear and understandable” jobs (doctors, scientists, engineers, etc.). It happens because they can’t explain the value of their skills to the community, and can’t clearly understand whether advertising is good or bad. Let’s closely look at some typical advertising strategies that you might have used but the efficiency of which is still being discussed.
Oftentimes marketers argue trying to guess whether buyers are more concerned about a product price or quality. There’s a belief that the lower the product price and the higher the quality, the easier it is to persuade buyers to make a purchase. This is the reason why we’re told about prices and high product quality in every advert. Mature and highly professional marketers ran into even greater extremes and created a phrase about the best value for money. Buy why doesn’t it add any value to your brand?
Advertising messages should link your product with the buyer’s pain point, only in this case they will be perceived by your buyers. Buy if you are taking about the price and quality instead of mentioning the pain point and providing a solution your product gives, the buyer will perceive this message as the one that has nothing to do with his/her need, i.e. as an unimportant buzz. Besides, your so-called “unique” offer (low price or high quality with low price) sounds as thousands of similar “unique” offers, and works against your brand’s identification.
Even small children know that there’s no such thing as a free lunch, so your offer of high quality product at a low price looks suspicious and can’t increase brand confidence.
Many marketers are against the idea of using celebrities in advertising, but I still haven’t heard any real arguments pro et contra its efficiency.
But here’s the rub in this strategy – top managers who invite some super famous celebrity to endorse their product stay in the wrong belief that buyers will immediately run to make a purchase only because it’s promoted, for example, by Lady Gaga.
Well, if top management don’t fall into euphoria, they can definitely benefit from using celebrities who help to build awareness, influence consumer purchases, position a brand and attract new customers.
To succeed in using this strategy, just follow a couple of simple but really important rules:
3. Youth, Innovative or Progressive Brand Image.
Such image is created as a result of using different attributes and gadgets in commercials. People dancing in the streets, freerunning skateboarders with iPads, perfectly looking scientists who manage holographic interfaces in computer labs – all this can create an effect if innovation and make a brand look fresher. But will it work for buyers who’re trying to solve real problems? And aren’t you going to fool buyers who will look for more details about your product in a shop or in the Internet and notice that even despite rebranding your product hasn’t been much improved.
Well, these are just rhetorical questions related to the typical decision-making model according to which the most important buyers’ values are identified not by the buyers themselves but by company top managers who want to show stakeholders how youth, innovative and progressive the brand has become.
A good joke is a great way of starting the conversation. But the mere joke just draws attention away from a product except for the case when it highlights its characteristic features which are valuable for buyers. Humor is not the main dish but rather a dressing enhancing the dish aroma and flavor.
5. High Quality Visualization.
Oftentimes marketers use high quality photo and video recording as a way of creating promotional materials but it’s crucial not to make the advertising message aesthetics be a goal in itself (as it often happens). Strategic communication goals (such as building communication between a product and prospects) shouldn’t suffer from great visualization.
Use of any of the above mentioned strategies should be strategically justified, which means that your strategy should demonstrate the real product value to prospects, be in context of solving certain problems and bring value to customers. Only creating specific communications that help solve buyers pain points, you can start persuading your prospects that your product will make their lives better.
Have you got any other examples of advertising strategies the efficiency of which is doubtful? Provide your suggestions below.
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